Impact Of Bank’s Customer Relationship Management on Customer Satisfaction and Loyalty of SMEs: The Moderating Role of Advisory Services and Capacity Building

Obuobi, G.P.D. and Yamoah, Fred and ul Haque, A. (2023) Impact Of Bank’s Customer Relationship Management on Customer Satisfaction and Loyalty of SMEs: The Moderating Role of Advisory Services and Capacity Building. In: Yamoah, Fred and ul Haque, A. (eds.) Corporate Management Ecosystem in Emerging Economies. Cham, Switzerland: Springer Nature Switzerland AG, pp. 185-211. ISBN 9783031415777.

Abstract

The aim of this study was to investigate how Customer Relationship Management (CRM) - encompassing customer focus, knowledge management, CRM organization, and technology use -impacts customer satisfaction and loyalty. Additionally, the study explored the relationship between customer satisfaction and loyalty and evaluated the role of advisory services and capacity building in moderating the relationship between CRM and customer satisfaction, as well as the moderating role of trust in the relationship between customer satisfaction and loyalty. The study employed a mixed methods approach, with a sample of 500 respondents selected using a purposive sampling method. The findings revealed that CRM is positively correlated with customer satisfaction, and that customer satisfaction is also positively related to customer loyalty. Furthermore, capacity building moderated the relationship between CRM and customer satisfaction, while trust moderated the relationship between customer satisfaction and loyalty. The study recommends that banks prioritize a customer�centric strategy, with a focus on offering advisory services and capacity building to attract, groom and retain corporate customers. Additionally, banks must engage with SMEs to better understand their needs and translate customer data into service delivery to achieve greater customer satisfaction.

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