Volume 18, No. 6, 2021
Customer Relationship Management (CRM) And Brand Image Encourage Customer Retention; A Mediating Role Of Customer Engagement
Muhammad Adnan , Muhammad Yaseen , Ather Ummad Khan , Ehtisham Ahmad Khan
Abstract
The aim of the current study is to investigate the impact of customer relationship management (CRM) and brand image on retaining the customers through engaging them towards the brands. The study adopts survey method with a 7.0-point Likert Scale containing 50 items ranging from ‘1’ meaning “Strongly Disagree” to ‘7’ meaning “Strongly Agree” consisting of four latent variables (CRM, brand image, customer engagement and customer retention). The population of the study are the individuals of South Punjab, Pakistan. Smart PLS has been used for analysis (measurement and structural models). The most substantial finding of the existing study is that the brands must exert their highest efforts in building a strong relationship with their customers so as to retain them with the brands through building positive image within the minds of customers through engaging the customers by providing the products beyond their expectations. The study highlights the horizons to the marketers to exert their efforts in building their relationships with their clients with more strength and to put a greater focus to build and maintain a strong liaison with clients so as to retain them with the brands for long. Future research can extend this study by using some other dimensions of CRM like service quality and e-CRM. Moreover, the future research may adopt the longitudinal horizon so as to reduce the bias. The study is novel in its nature that there is no study which comprises the effect of CRM and brand image in retaining the customers with brands. The study not only enhances the knowledge base relative to CRM and customer retention but also provides a practical implication for the marketers to enhance the growth rate of their brands in competitive and dynamic environment.
Pages: 4997-5012
Keywords: Customer Relationship Management (CRM), Brand Image, Customer Retention and Customer Engagement.