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EXPLORING THE MODERATING EFFECTS OF RELATIONSHIP INERTIA AND SWITCHING COST ON CR M PERFORMANCE-CUSTOMER SATISFACTION- RETENTION LINK: EMPIRICAL EVIDENCE FROM INDIAN BANKING INDUSTRY
Customer relationship management (CRM) has transformed the relationship between a buyer and a seller, particularly in intangible business transactions (service industry). It’s high time that impact of CRM performance on customer satisfaction-retention link should be assessed. The purpose of this pap...
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| Aineistotyyppi: | Journal Article |
| Julkaistu: |
Abhigyan
2013
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| Aiheet: |
| Yhteenveto: | Customer relationship management (CRM) has transformed the relationship between a buyer
and a seller, particularly in intangible business transactions (service industry). It’s high time that
impact of CRM performance on customer satisfaction-retention link should be assessed. The
purpose of this paper is to propose and justify a customer satisfaction - customer retention model
in a CRM ecosystem with an
insight into the probable moderating impact of relationship inertia and switching cost. The
study was carried out on the State Bank of India involving certain specific branches in southern
part of West Bengal, India. Multivariate statistical procedures were applied which included a
double regression analysis and exploratory and confirmatory factor analysis followed by structural
equation modeling to justify the factor constructs of the proposed model. The study revealed a
positive link between CRM performance, customer satisfaction and retention with relationship
inertia and perceived switching costs significantly influencing the link between the three major variables. |
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| Ulkoasu: | Vol. 30 No. 4 (January – March 2013) |