A Serial Mediation Model for Investigating the Impact of e-CRM Services on Customer Loyalty in the Indian Healthcare Industry

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2022-10-21 DOI:10.1080/15332667.2022.2136439

Pratyancha Singh, Vinod Kumar, S. Kataria

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.

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印度医疗保健行业e-CRM服务对客户忠诚度影响的系列中介模型

摘要本研究的目的是研究印度私营医疗保健部门的e-CRM与消费者忠诚度之间的关系，其中客户信任(CT)、客户价值(CV)、客户满意度(CS)和转换成本(SCs)为中介。根据研究结果，本分析中提到的变量(e-CRM与客户忠诚度(CL)之间的关系除外，因为这种关系在p = 0.05的显著性水平上被接受，而不是在p = 0.001的显著性水平上)彼此之间存在直接的显著正相关。此外，CT和CV在e-CRM与CS之间的关系中是部分中介，而CS与CL之间的关系是通过SC完全中介的。综上所述，e-CRM与CL之间的关系存在着以CS和SC为中介的串行中介。

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

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

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.