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Impact of Customer Relationship Management on Customer Loyalty: Evidence from Kingdom of Bahrain |
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PP: 65-70 |
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Author(s) |
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Khadija Yousif Ali,
Mansour S. Lotayif,
Horiya Mohamed Al-Deeb,
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Abstract |
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| The present paper aims to identify the impact of customer relationship management [creditability, problem solving, meeting of customer needs, and quality of service (staff response, reliability, physical environment and communication)] on customer loyalty (cognitive, situational, behavioral and mandatory loyalty) at the banks in the Kingdom of Bahrain. The sample comprised (384) participants. The researchers hypothesized that there is a positive significant impact of customer relationship management [creditability, problem solving, meeting of customer needs, and quality of service (staff response, reliability, physical environment and communication)] on customer loyalty (cognitive, situational, behavioral and mandatory loyalty) at the banks in the Kingdom of Bahrain. The results revealed that the main hypothesis was accepted. Moreover, there were no significant differences related to the impact of customer relationship management [creditability, problem solving, meeting of customer needs and quality of service (staff response, reliability, physical environment and communication)] on customer loyalty (cognitive, situational, behavioral and mandatory loyalty) at the banks in the Kingdom of Bahrain due to the demographic variables of gender, qualification and years of experience. However, there were differences due to the demographic variables of age and position.
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