QUALITATIVE INVESTIGATION OF TAM
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Alam et al. (2021) examined the relationship between CRM and customer loyalty and
applied the moderating role of customer trust in the banking sector in Bangladesh. The study
notes that CRM is a crucial organizational strategy for staying focused on customer needs and
incorporating customer-centered approaches across all areas of the enterprise (Alam et al., 2021).
Data was collected using a survey questionnaire that was delivered to 350 customers of
commercial banks in Bangladesh. The questionnaire asked customers questions regarding
customer knowledge, orientation, advocacy, engagement, trust, and loyalty. The findings suggest
that aside from engagement, all of the customer-oriented CRM components were found to be
positive determinants of customer loyalty. Customer knowledge appeared to be the most
significant influential factor on customer loyalty. In addition, the study’s findings revealed that
customer trust had a positive and meaningful impact, and customer advocacy appears to be the
most powerful predictor of customer loyalty.
Arora et al. (2020) looked at the role of CRM in customer engagement, including
elements of social media integrated with CRM technologies. Additionally, the study examined
the role of customer engagement and its effects on customer loyalty, retention, and satisfaction
(Arora et al., 2020). According to Arora et al. (2020), social media integration with CRM
enhances business performance in small and medium enterprises and can also help overcome
problems associated with a lack of personal interaction. This study aimed to create a synergistic
effect by integrating social media with CRM, focusing on dimensions such as information
accuracy, reliability, personal attention, and social relations, aiming to generate engagement
leading to customer loyalty, retention, and satisfaction. A questionnaire was developed and
received 575 responses from a random sample of customers. The study shows that social media
integration with CRM significantly influences customer loyalty and that social media helps
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