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Purpose This study aims to examine the effect of e-customer relationship management (e-CRM) on customer e-loyalty through e-service quality and e-satisfaction. This study also examines how customers’ e-loyalty affects their willingness to recommend a banking service. Design/methodology/approach A total of 372 private bank customers from Chattogram, the second largest and only port city of Bangladesh, were chosen using a convenience sampling technique. Structured equation modelling was used to analyse the data. Findings E-CRM positively impacts e-service quality, customer e-satisfaction and customer e-loyalty. The association between e-CRM and customer e-loyalty is sequentially mediated by e-service quality and e-satisfaction. E-loyalty has a significant influence on willingness to recommend a banking service. Practical implications The findings will help Bangladeshi banks boost the number of prospective customers implementing e-CRM. In addition, mediators between e-CRM and e-loyalty provides managers a new insight on willingness to recommend a banking service. Originality/value The sequential mediation effect of e-service quality and customer e-satisfaction on the connection between e-CRM and e-loyalty represents the unique contribution and enriches the present e-CRM literature, particularly in the Bangladeshi private banking sector.
Karim et al. (Mon,) studied this question.