Title: Moderating role of customer empowerment on the relationship between CRM approaches and customer loyalty in banking industry of Kuwait

Authors: Faraj Mazyed Faraj Aldaihani

Addresses: Department of Marketing, School of Business and Economics (AACSB Accredited), University Putra Malaysia (UPM), Jalan Universiti 1 Serdang, 43400 Seri Kembangan, Selangor, Malaysia

Abstract: This study aimed to examine the moderating role of customer empowerment on the relationship between customer relation management (CRM) approaches and customer loyalty in banking industry of Kuwait. The data collection of the study was done through the survey strategy from the sample selected based on convenience sampling strategy. The collected data from 414 respondents were analysed through the SEM-AMOS. The results show that the CRM approaches such as information sharing, customer involvement, knowledge management and technology-based CRM have significant impact on customer loyalty in the case of Kuwaiti banking industry. However, the study has identified no moderating role of customer empowerment on the relationship between customer relation management (CRM) approaches and customer loyalty in banking industry of Kuwait. Discussions and implications of the study have been outlined.

Keywords: customer relation management; CRM; customer empowerment; customer loyalty; convenience sampling; banking industry; Kuwait.

DOI: 10.1504/IJBEX.2024.140369

International Journal of Business Excellence, 2024 Vol.33 No.3, pp.341 - 371

Received: 01 Feb 2021
Accepted: 08 Mar 2021
Published online: 05 Aug 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article