QUALITATIVE INVESTIGATION OF TAM
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satisfaction. This research also suggests that CRM’s ability to reach the right customer at the
right time with the right message helps attain a competitive advantage in a crowded market.
Bhat and Darzi (2016) examined the competitive advantage in the banking sector by
exploring the role of loyalty in CRM. The study points out that CRM technologies have enabled
organizations to know customers well enough before developing a relationship and that
improved relationships with customers can lead to great customer loyalty and retention,
providing a better competitive advantage over others (Bhat & Darzi, 2016). This study
investigated the relationship between complaint resolution, customer knowledge, empowerment,
and orientation toward customer loyalty. Additionally, the study hypothesized that customer
loyalty mediates the relationship between CRM and competitive advantage. In the study of a
private-sector bank in India, random sampling techniques were applied for a questionnaire to 278
respondents. The questionnaire was based on 31 questions representing four dimensions of
CRM, including complaint resolution, customer knowledge, customer orientation, and customer
empowerment. The findings suggest that complaint resolution has a significant positive impact
on customer loyalty and that customer knowledge has a considerable positive impact on loyalty.
Additionally, customer empowerment leads to loyalty when customers are encouraged to give
suggestions to the company regarding service failures. Finally, the study found that customer
loyalty acts as a mediator between CRM and competitive market advantage and documents the
direct relationship between CRM and competitive advantage throughout the literature. The study
also notes that if the bank fails to maintain CRM with customers, it is likely to have a negative
impact on the strength of customer relationships and the potential for transforming valuable
customers into hostile customers.
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