Beta
352820

The Impact of Customer Relationship Management on Customer Loyalty

Article

Last updated: 04 Jan 2025

Subjects

-

Tags

إدارة الأعمال

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.

DOI

10.21608/jces.2024.352820

Keywords

Customer relationship management (CRM), Trust, Commitment, communication, Customer loyalty

Authors

First Name

Soha

Last Name

Shalaby

MiddleName

-

Affiliation

Assistant Professor of Business Administration at CIC

Email

-

City

-

Orcid

-

First Name

Tamer

Last Name

Sayed Kamel

MiddleName

-

Affiliation

Assistant Professor of Business Administration at CIC

Email

-

City

-

Orcid

-

First Name

Ghada

Last Name

Mohamed Afify

MiddleName

-

Affiliation

Assistant Professor of Business Administration at CIC

Email

-

City

-

Orcid

-

Volume

15

Article Issue

1

Related Issue

46299

Issue Date

2024-01-01

Receive Date

2024-04-01

Publish Date

2024-04-30

Page Start

517

Page End

539

Print ISSN

2090-3782

Link

https://jces.journals.ekb.eg/article_352820.html

Detail API

https://jces.journals.ekb.eg/service?article_code=352820

Order

11

Type

المقالة الأصلية

Type Code

986

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات التجارية والبيئية

Publication Link

https://jces.journals.ekb.eg/

MainTitle

The Impact of Customer Relationship Management on Customer Loyalty

Details

Type

Article

Created At

24 Dec 2024