CRM as Antecedent of Electronic Retailing and Online Customer Satisfaction

Abstract

As location-based banking continues to give way for online banking globally, this chapter examines whether e-tailing practices yield customer satisfaction. The chapter also examines how CRM influences e-tailing and whether e-tailing can serve as a medium through which CRM yields customer satisfaction. Data, conveniently collected from 681 bank customers, were used for this study and analysed with PLS-SEM. The study found that CRM practices lead to better customer retail buying experiences for banks. E-tailing, mostly perceived by customers as an innovation in the service delivery process of banks, improved the image perceptions of banks. The study suggests that as part of a digital channel configuration, banks must build customer relationship marketing technologies as a backbone.