Moderating effect of technology acceptance on the relationship between antecedents of e-CRM and customer loyalty

Abstract

Electronic customer relationship management (e-CRM) solutions are difficult for many firms to deploy successfully, which leads to resource waste and lost chances to increase client loyalty. The overall goal of the study was to investigate how technology adoption influences the relationship between E-CRM antecedents and client loyalty. This study used a cross sectional survey as part of its survey research design. 502 consumers of commercial banks in the city of Bauchi provided the study's data. The partial least square-structural equation model (PLS-SEM 4) and the statistical package for social sciences (SPSS v28) were used to analyze the data. The results of the study showed that customer loyalty is positively impacted by privacy, trust, usability, and service quality. According to the study, the relationship between an E-CRM component and customer loyalty is moderated by technology acceptance. The study's conclusions led to the following suggestions being made Banks might host motivating sessions, inform consumers about possible risks to their personal security and privacy, and offer ways to mitigate such risks in order to boost perceptions of usefulness.