The relationship between CRM and customer loyalty: the moderating role of customer trust

Abstract

Purpose

The present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context of the baking sector in Bangladesh.

Design/methodology/approach

Data were collected through a survey using a structured questionnaire from 350 customers of commercial banks in Bangladesh.

Findings

The key finding is that all CRM components (customer orientation, customer advocacy and customer knowledge) except customer engagement have positive impact on customer loyalty. Moreover, customer trust only moderates the relationship between customer knowledge and customer loyalty, whereas other CRM components and customer loyalty do not moderate by trust.

Originality/value

The findings of the study add to the substantial pool of knowledge on CRM components, customer trust and customer loyalty literature. More specifically, the moderating role of customer trust between customer knowledge and customer loyalty is the novel contribution of this research which will enrich the existing CRM literature particularly in the banking sector of Bangladesh.

Citation

Alam, M.M.D., Karim, R.A. and Habiba, W. (2021), "The relationship between CRM and customer loyalty: the moderating role of customer trust", International Journal of Bank Marketing, Vol. 39 No. 7, pp. 1248-1272. https://doi.org/10.1108/IJBM-12-2020-0607