{"title":"A Serial Mediation Model for Investigating the Impact of e-CRM Services on Customer Loyalty in the Indian Healthcare Industry","authors":"Pratyancha Singh, Vinod Kumar, S. Kataria","doi":"10.1080/15332667.2022.2136439","DOIUrl":null,"url":null,"abstract":"Abstract The aim of this study is to examine the relationship between e-CRM and consumer loyalty in the Indian private healthcare sector with customer trust (CT), customer value (CV), customer satisfaction (CS), and switching costs (SCs) as mediators. As per the findings, mentioned variables in this analysis (with the exception of the relationship between e-CRM and customer loyalty (CL) as this relationship is accepted at p = 0.05 significance level and not at p = 0.001 significance level) have a direct significant positive association with one another. In addition, CT and CV are the partial mediator in the relationship between e-CRM and CS, whereas the relationship of CS with CL is fully mediated through SC. Above all, there is an existence of serial mediation in the relationship of e-CRM with CL having CS and SC as mediators.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2022-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Relationship Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332667.2022.2136439","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract The aim of this study is to examine the relationship between e-CRM and consumer loyalty in the Indian private healthcare sector with customer trust (CT), customer value (CV), customer satisfaction (CS), and switching costs (SCs) as mediators. As per the findings, mentioned variables in this analysis (with the exception of the relationship between e-CRM and customer loyalty (CL) as this relationship is accepted at p = 0.05 significance level and not at p = 0.001 significance level) have a direct significant positive association with one another. In addition, CT and CV are the partial mediator in the relationship between e-CRM and CS, whereas the relationship of CS with CL is fully mediated through SC. Above all, there is an existence of serial mediation in the relationship of e-CRM with CL having CS and SC as mediators.
期刊介绍：
The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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