The Impact of Customer Relationship Management on Customer Loyalty | ||
| المجلة العلمية للدراسات التجارية والبيئية | ||
| Article 11, Volume 15, Issue 1, January 2024, Pages 517-539 PDF (473 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jces.2024.352820 | ||
| Authors | ||
| Soha Shalaby* ; Tamer Sayed Kamel* ; Ghada Mohamed Afify* | ||
| Assistant Professor of Business Administration at CIC | ||
| Abstract | ||
| The general objective of this study is to examine the effect of CRM on customer loyalty in commercial bank of Egypt. To achieve the objective of the study necessary data were collected through the five points Likert Scale of questionnaires through convenient random sampling method. To achieve the intended objective explanatory and descriptive research design, a quantitative research approach was implemented. In the descriptive analysis tools such as frequency, percentage, mean and standard deviation were used while for the inferential analysis correlation and multiple liner regression was adopted by using SPSS V.21. The questionnaire’s reliability was estimated by calculating Cronbach’s Alpha using Python programming language descriptive statistical libraries (include NumPy, SciPy, and Pandas). The findings confirm that all the independent variables (trust, commitment, and communication have a positive and significant relationship with customer loyalty as well as the variables have a positive and significant influence on customer loyalty. Among the variables Communication has the highest influence on customer loyalty. Therefore, commercial bank of Egypt is better to implement CRM appropriately and continuously, so as to get competitive advantage through building long-term profitable relationship with their customers and in order to achieve customer loyalty. | ||
| Keywords | ||
| Customer relationship management (CRM); Trust; Commitment; Communication; Customer Loyalty | ||
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