The Precedence of Client Loyalty: A Moderated Mediation Structure of CRM Quality and Brand Reputation

1Tanapol Kortana, Kittisak Jermsittiparsert

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Abstract:

The current paper evaluates the impact of customer relationship management quality to describe the influence of service estimation variables such as service facility, client satisfaction and client worth over client loyalty. The current study also examines the possible moderating impacts of brand reputation on the mediating associations. The mediating impact of customer relationship management quality associations among service estimation variables and client loyalty is supported. Moreover, it has been observed that the indirect impacts of client satisfaction on client loyalty through customer relationship management quality are very significant while assumed brand reputation is high while it is low. The outcomes have several implications for professionals, brand managers and researchers who rely on service estimation and association matrix to indicate client loyalty. Further the current paper theoretical model of study, literature review, hypothesis generation, outcomes, limitation, and future study, discussions and managerial implementations.

Keywords:

client worth, brand reputation, CRM, client loyalty, client satisfaction.

Paper Details
Month3
Year2020
Volume24
IssueIssue 7
Pages1219-1232