CRM as Antecedent of Electronic Retailing and Online Customer Satisfaction

Author:

Doe Joshua Kofi1,Asamoah George Kofi1

Affiliation:

1. Ghana Institute of Journalism, Ghana

Abstract

As location-based banking continues to give way for online banking globally, this chapter examines whether e-tailing practices yield customer satisfaction. The chapter also examines how CRM influences e-tailing and whether e-tailing can serve as a medium through which CRM yields customer satisfaction. Data, conveniently collected from 681 bank customers, were used for this study and analysed with PLS-SEM. The study found that CRM practices lead to better customer retail buying experiences for banks. E-tailing, mostly perceived by customers as an innovation in the service delivery process of banks, improved the image perceptions of banks. The study suggests that as part of a digital channel configuration, banks must build customer relationship marketing technologies as a backbone.

Publisher

IGI Global

Cited by 2 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Impact and Assessment of Electronic Commerce on Consumer Buying Behaviour;Advances in Marketing, Customer Relationship Management, and E-Services;2023-06-23

2. Understanding Digital Marketing;Advances in Marketing, Customer Relationship Management, and E-Services;2023-06-23

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