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.

中文翻译：

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CRM与客户忠诚度的关系：客户信任的调节作用

目的

本研究调查了在孟加拉国烘焙行业的背景下，客户信任在客户关系管理 (CRM) 组件和客户忠诚度关系中的调节作用。

设计/方法/方法

数据是通过使用结构化问卷调查从孟加拉国商业银行的 350 名客户中收集的。

发现

主要发现是，除客户参与外，所有 CRM 组件（客户导向、客户拥护和客户知识）都对客户忠诚度产生积极影响。此外，客户信任仅调节客户知识和客户忠诚度之间的关系，而其他 CRM 组件和客户忠诚度不受信任的调节。

原创性/价值

该研究的结果增加了关于 CRM 组件、客户信任和客户忠诚度文献的大量知识库。更具体地说，客户信任在客户知识和客户忠诚度之间的调节作用是这项研究的新贡献，它将丰富现有的 CRM 文献，特别是在孟加拉国银行业。