Influence of customer relationship management on customer behaviour, a moderating role of social media in bank and financial institutions

Q2 Business, Management and Accounting International Journal of Electronic Customer Relationship Management Pub Date : 2019-12-05 DOI:10.1504/ijecrm.2019.10025681

Pramis Baral, B. Shrestha

引用次数: 1

Abstract

The influence of customer relationship management on customer behaviour is an issue of emerging debate. This study examines the perceived influence of customer relationship management on customer behaviour among 304 bank customers from Nepali bank and financial institutions. This research uses quantitative methodology. This study asserts that customer relationship management has a positive influence on customer behaviour. It is also observed that social media failed to accept the moderating role between customer relationship management and customer behaviour. However, the results confirm the direct relationship of social media with customer behaviour. This research provides invaluable insights to researchers, scholars and bank managers.

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客户关系管理对客户行为的影响，社交媒体在银行和金融机构中的调节作用

客户关系管理对客户行为的影响是一个正在出现的争论问题。本研究调查了尼泊尔银行和金融机构304名银行客户的客户关系管理对客户行为的感知影响。本研究采用定量方法。本研究认为，客户关系管理对客户行为有积极影响。还观察到，社交媒体未能接受客户关系管理和客户行为之间的调节作用。然而，研究结果证实了社交媒体与客户行为之间的直接关系。这项研究为研究人员、学者和银行经理提供了宝贵的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Customer Relationship Management Business, Management and Accounting-Business, Management and Accounting (all)

CiteScore

1.30

自引率

0.00%

发文量

期刊介绍： The aim of IJECRM is to provide an international forum and refereed reference in the field of electronic customer relationship management (ECRM). It also addresses the interaction, collaboration, partnership and cooperation between small and medium sized enterprises (SMEs) and larger enterprises in a customer relationship. More innovative analysis and better understanding of the complexity involved in a customer relationship are essential in today''s global businesses. Therefore, manuscripts offering theoretical, conceptual, and practical contributions for ECRM are encouraged. Topics covered include: -Electronic customer relationship management (ECRM) -CRM strategy, marketing, technology and software -Custom marketing and sales management -Customer lifetime value, loyalty, satisfaction, behaviour, databases -Issues for implementing CRM systems/solutions for CRM problems -Tools for capturing customer information, managing/sharing customer data -Partner relationship management, strategic alliances/ partnerships -Business to business market (B2B), business to consumer market (B2C) -Enterprise resource planning (ERP) -Supply chain dynamics and uncertainty, supplier relationship management (SRM) -E-commerce customer relationships on the internet -Supply chain management, channel management, demand chain management -Manufacturing, logistics and information technology/systems -Supplier and distribution networks, international issues -Performance measurement/indicators, research, modelling