How Internal Customer Relationship Management and Word of Mouth, Affect Customer Loyalty

IF 1 Q3 ECONOMICS
Etikonomi Pub Date : 2024-04-11 DOI:10.15408/etk.v23i1.26921
L. Vem, Joy P. Mshelmbula, Abel Ochigbo, Ruth Agwom-Panle
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引用次数: 0

Abstract

Originality: The competition in the banking industry has necessitated a concerted effort to ensure a sustainable internal and external customer relationship. Studies that focus on the internal customer relationship and internal customers’ word of mouth on external customer loyalty is rareObjective: This study investigates how Employees' Positive Word of mouth (PWoM) mediates the relationship between internal customer relationship management (IntCRM) and external Customer Loyalty (CL) using social exchange and image theoryMethodology: A cross-sectional research design was used, and a sample of 384 customers was drawn from an unknown pool of customers to respond to the CL questionnaire, while 315 bank employees responded to the IntCRM and PWoM Questionnaires. A partial least approach to structural equation modelling technique, via SMART-PLS version 4. was deployed to analyze the hypothesized relationships.Results: Findings on the direct relationship between IntCRM and CL were not supported due to insufficient evidence. While indirect relationships were established through the mechanism role of PWoM, supporting our argument that social exchange between employer and employee stimulates a positive attitude that attracts external customersImplications: The findings suggest the importance of relating discretely with the internal customer, since their perceptions and behaviours can influence the external customers’ attitudes towards the organization. The study also integrates the boundary of Human Resource Management (HRM) practice with Marketing strategy in ensuring customer loyalty in the banking industry. JEL Classification: M5, M31How to Cite:Vem, L. J., Mshembula, J. P., Ochigbo, A. D., Agwom-Panle, R., (2024). How Internal Customer Relationship Management and Word of Mouth Affect Customer Loyalty. Etikonomi, 23(1), 81 – 92. https://doi.org/10.15408/etk.v23i1.26921.         
内部客户关系管理和口碑如何影响客户忠诚度
独创性:银行业的竞争促使人们必须齐心协力确保可持续的内部和外部客户关系。关注内部客户关系和内部客户口碑对外部客户忠诚度的研究并不多见:本研究采用社会交换和形象理论,探讨员工的积极口碑(PWoM)如何调节内部客户关系管理(IntCRM)与外部客户忠诚度(CL)之间的关系:采用横断面研究设计,从未知客户群中抽取 384 名客户回答客户忠诚度问卷,同时抽取 315 名银行员工回答内部客户关系管理问卷和口碑问卷。通过 SMART-PLS 第 4 版,采用部分最小法结构方程建模技术来分析假设的关系:结果:由于证据不足,IntCRM 和 CL 之间的直接关系未得到支持。而通过 PWoM 的机制作用建立的间接关系,支持了我们的论点,即雇主和雇员之间的社会交流激发了吸引外部客户的积极态度:研究结果表明,与内部客户建立非直接关系非常重要,因为他们的看法和行为会影响外部客户对组织的态度。这项研究还整合了人力资源管理实践与市场营销战略的边界,以确保银行业的客户忠诚度。JEL 分类:M5、M31如何引用:Vem, L. J., Mshembula, J. P., Ochigbo, A. D., Agwom-Panle, R., (2024).内部客户关系管理和口碑如何影响客户忠诚度》。Etikonomi, 23(1), 81 - 92. https://doi.org/10.15408/etk.v23i1.26921.
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
Etikonomi
Etikonomi ECONOMICS-
自引率
12.50%
发文量
29
审稿时长
12 weeks
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