e-CRM is a very important tool in the digital transformation of customer service, especially in sectors such as banking where customer engagement and satisfaction are the key. The study by Lu, Papagiannidis, and Alamanos (2020) shows that e-CRM uses data analytics and interaction tools to deliver personalized customer service, which in turn, improves customer satisfaction and operational efficiency. The change towards the more technologically advanced CRM systems makes businesses not only meet but also anticipate customer needs, thus, creating a deeper relationship through better responsiveness and personalized interaction. In addition, Lee and Lee (2020) found that the use of e-CRM systems has been
proven to be able to efficiently manage customer data and interactions across different digital platforms, thereby, making the processes that contribute to the better quality of customer service and customer retention rates.
Nevertheless, the introduction of e-CRM and its influence on brand image and loyalty leaves a mixed impression, which means that the mere adoption of e-CRM technologies may not be enough to reach the desired goals. Ngo, Nguyen, and Cao (2021) present that e-CRM can increase the degree of service, but the level to which this induces enhancement of the brand image is exceedingly reliant on how the consumer perceives these enhancements. This perception is very important as it is the connection between the quality of service and brand image in the banking sector. At the same time, the research by Chen and Huang (2022) demonstrates the intricacy of this connection, presenting that consumer satisfaction significantly moderates how a positive brand image derived from e-CRM implementation influences customer loyalty. These findings express that the need for a comprehensive and integrated approach to the e-CRM implementation is present, which means that brands must not only focus on the technical adoption but also on how these technologies are merged into the customer service process to enhance customer perceptions and thus brand loyalty.
A particular emphasis has been put on the role of service quality in the context of enhancing the level of customer satisfaction and loyalty, especially considering the current tendencies of the rapid rise of consumer expectations due to digitalization. The research by Kim and Park (2021) indicates that high service quality in the form of the reliability, responsiveness, and personalization of services results in increased customer satisfaction with the services and hence, enhanced customer retention rates. This connection underlines the fact that service quality contains not only the short-term aspect, which is customer satisfaction but also the long-term perspective that can be seen as customer loyalty, especially in the contexts of highly competitive industries such as retail and hospitality. Furthermore, Hossain et al.
(2020) focused on the dimensions of service quality in the online service environment, and they indicated that system quality, information quality, and service encounter quality were the variables that impacted customer perception and satisfaction. These dimensions therefore lead to loyalty especially if the customer feels that he or she has been understood and the service provider has met the needs of the customer.
Besides, the mediation role of service quality between technological innovations and customer loyalty has been recognized. For example, Zhang, Li, and Liu (2020) studied how improvements in technology, when applied to increase service quality, can greatly influence the relationship between technology use and customer loyalty in the banking sector. Their research shows that the way technology improves service quality is what makes customers loyal, not the technology itself. This view is supported by research conducted by Zhao et al. (2021), which investigated how service quality bridges the gap between e-CRM capabilities and customer loyalty in the telecommunication industry. The study proved that superior service quality which is accomplished through the effective use of CRM systems has a strong effect on customer satisfaction and loyalty, thus, service quality is a vital mediator in the technology customer loyalty linkage. These studies together show that service quality is no longer only a factor that influences customer satisfaction but also an essential mediator that increases the benefits of technological advancements in the service industries. Brand image is the consumer’s frame of reference of a brand as the image that exists in the minds of the consumers. The brand image assists the customer in identifying his/her needs that connect with the brand and gives a clear insight into the operational manner of achieving the need fulfillment through the brand (Hossain, 2020). Brand image is the mental picture that a consumer forms in his/her mind when he/she thinks about a certain brand. The association can be as simple as a thought or an image that can be linked to a brand The image of the brand is in the form of an attitude that includes beliefs and preferences about a brand. This makes sense since consumers who have a good impression of a brand will be more
likely to buy the product. Consumer experience impacts the formation of the brand image.
The latest research stresses the essential role of brand image in the current competitive market landscape and shows how it influences consumer behavior and loyalty in different sectors. Kaur and Quareshi (2021) show that a powerful, positive brand image not only improves customer perceptions but also has a great impact on their purchasing decisions and loyalty intentions. The relationship is especially evident in sectors where brand differentiation is the main factor that the consumers choose, such as in the fashion and technology industries. Besides, the dynamic effect of digital marketing on brand image has been the main topic of research, with Tang et al. (2020) proving that digital marketing efforts can elevate
brand image by engaging customers through multiple digital channels. The results show that the smart use of social media, content marketing, and online customer interactions can greatly increase the perceived value of a brand, thus the customers will be more attached to the brand and loyal.
Besides, the importance of brand image in the reduction of negative publicity or consumer skepticism has been pointed out by Zhu and Chen (2020), who discovered that a strong brand image can be a kind of shield, keeping customer trust and loyalty even in times of crisis. These studies altogether show that brand image is not only a superficial part of marketing, but a vital, strategic asset that affects consumer trust, engagement, and loyalty at different situations and touchpoints (Hameed et al. 2023). Customer satisfaction is still the main factor of organizational success since it is the measure of
consumer’s perceptions and intentions. The latest research, for example, those by Sharma and Nayyar (2020), underlines the significance of recognizing the subtle factors that are responsible for customer satisfaction in the digital era. Their study focuses on the fact that online service quality, such as responsiveness, website design, and personalized customer service, directly affects the level of customer satisfaction. This is especially important in the e-commerce sector, where the quality of digital interactions is a major factor in the creation of consumer experiences and the resulting satisfaction. Besides, Bala and Verma (2020) examined the effect of the perceived value which is the quality versus cost assessment made by the consumers, on their satisfaction. They discovered that when consumers feel that the service or product has high value, their satisfaction levels are greatly increased, which results in better retention rates and word-of-mouth promotion.
Besides, the function of customer satisfaction in the way it bridges the gap between service or product quality and customer loyalty has been widely studied (Hameed, 2013). For instance, Zhang, Xue, and Cao (2021) shed light on the mediation role of satisfaction in the tech industry, where product innovations and service enhancements are the main factors that increase customer satisfaction, which consequently leads to customer loyalty. The mediating role of customer satisfaction in this process proves its importance as a strategic lever in the conversion of quality improvements into loyal customer behaviors.
Moreover, the effect of customer satisfaction on repurchase intentions has been studied by Kim and Kim (2020), who found out that satisfied customers are more likely to buy the same product again and to tell other people about the brand, thus, the importance of keeping high satisfaction levels across all customer touchpoints is increased.
Customer loyalty is still an important issue for businesses that want to be successful in the longterm, especially in the face of increasing competition and changing consumer tastes. The latest studies,for example, the one by Chen and Huang (2022), prove that brand image is the key element in the creation of customer loyalty. They show that a good brand image greatly improves customer loyalty and commitment, especially in e-commerce environments where there is a lot of competition and customers have many options. Besides, the significance of emotional attachment and perceived brand value as the main factors of customer loyalty has been studied by Li and Wang (2021), who discovered that stronger
emotional connections with a brand result in higher customer retention and advocacy. This emotional investment creates a barrier to switching behavior, which proves the complicated relationship of emotional factors in customer loyalty dynamics.
Besides, the mediating role of customer satisfaction in the connection between service quality and customer loyalty has been a major area of interest. For example, Kaur and Sharma (2020) showed that higher service quality results in higher customer satisfaction, which then increases loyalty, especially in service sectors like hospitality and retail. This mediation shows that the improvement of service quality is a good strategy for the cultivation of loyalty through enhanced customer satisfaction. The study by Ngo, Nguyen, and Cao (2021) also emphasizes the significance of combining electronic Customer Relationship Management (e-CRM) tools to maintain customer loyalty, which shows that advanced e-CRM systems
that provide personalized experiences and efficient service increase customer satisfaction and, thus, the loyalty. These results underline the necessity of smart investments in quality service delivery and relationship management technologies to build and keep a loyal customer base.