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首页> 外文期刊>European Journal of Business and Management >CRM Dimensions Affecting Customer Satisfaction in Bangladeshi Banking Industry: A Structural Equation Modeling Approach
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CRM Dimensions Affecting Customer Satisfaction in Bangladeshi Banking Industry: A Structural Equation Modeling Approach

机译：影响孟加拉国银行业客户满意度的CRM尺寸：一种结构方程式建模方法

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摘要

For the banking sector in Bangladesh, achieving customer-focused business objectives is a critical ingredient for success in order to reign over the increasingly competitive market. This prompted us to illuminate the underlying dimensions of Customer Relationship Management that influence the customer satisfaction. Accordingly, Structural Equation Modeling was employed on a sample size of 210 aiming to identify those factors, explore interdependence amongst them and assess their combined effect on customers’ satisfaction. In this regard, three latent variables were identified, namely customer orientation, customer experience and service process. The result signifies that among the chosen three factors, customer orientation and customer experience are proven to have significant impact on each other and on customer satisfaction concertedly while the other factor- service process has been proven statistically insignificant. The research findings provide empirical support for the conjecture that CRM dimensions pave the way for the firms towards improving customer satisfaction. Besides, our research contributes to empirically valid theory by synthesizing insights from the marketing and information systems literature and by investigating the effect of organizational variables that leverage CRM investments. The implications of the findings on the part of the banking industries and directions for future research are also put forward.
机译：对于孟加拉国的银行业，实现以客户为中心的业务目标是成功的关键成分，以便在日益竞争的市场上统治。这促使我们阐明了影响客户满意度的客户关系管理的基础维度。因此，在210的样本量上采用结构方程建模，旨在识别这些因素，探索他们之间的相互依存，并评估他们对客户满意的综合影响。在这方面，确定了三种潜在的变量，即客户方向，客户体验和服务过程。结果表明，在选定的三个因素中，客户方向和客户经验被证明是对彼此的重大影响以及尊重客户满意度，而其他因素服务过程已被证明统计上微不足道。研究结果为CRM尺寸为提高客户满意度铺平了道路的猜想提供了实证支持。此外，我们的研究通过综合营销和信息系统文献的见解以及调查利用CRM投资的组织变量的效果来综合有效理论。还提出了对银行业和未来研究方向的影响的影响。

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