Assessing the impact of customer relationship management on customer loyalty: The case of the Moroccan banking sector

Abstract

Building customer loyalty is a major challenge for companies in the 21st century. In a saturated market or one that is struggling to attract new customers, such as the banking sector, customer loyalty is a must for companies to survive in business. This work is a continuation of the research carried out to date on customer relationship management and customer loyalty, with a transposition to the Moroccan banking sector. It attempts to broaden current knowledge by empirically testing the role of customer relationship management of customer loyalty dimension through a survey of 314 Moroccan bank customers. Descriptive statistical analysis carried out through the study of statistical parameters mean and standard deviation in SPSS has enabled us to build up an overview of the general trend of the responses collected for each of the variables in our research model. The results of the study of customer relationship management dimensions in Moroccan banking establishments from a customer’s perspective confirmed the relationships assumed to exist between human resources, customer knowledge management and technology, as well as customer orientation on relationship quality and customer loyalty. The results we have obtained are in line with those of several authors working in different contexts in the field of customer relationship management. However, future studies could use larger samples to further confirm the results obtained in the present study.

Keywords : Customer relationship management, Customer loyalty, Customer orientation, Relationship quality, Morocco.

JEL Classification : M29, M31

Paper type: Empirical Research