Exploring the Retail Banking Setting in a Conflict-Ridden Context: A Moderated Mediation Model

Using structural equation modeling with a sample of 540 retail bank customers, the study reveals significant direct and indirect effects of service quality and CRM on customer satisfaction and loyalty in the presence and absence of the control variables. Notably, the inclusion of CSR associations as a moderator does not yield significant direct or indirect effects. These findings underscore the importance of prioritizing service quality and CRM enhancement in the retail banking sector while strategically leveraging CSR initiatives. In a conflict-ridden context, understanding the complex interplay of these factors is crucial for fostering customer loyalty and trust. ------- Customer relationship management was measured using the following items: CRM1, CRM2, CRM3, CRM4, CRM5. Service quality was measured using 5 items: ServQ1, ServQ2, ServQ3, ServQ4, ServQ5. Customer satisfaction was measured using the 5 items: Satisfaction1, Satisfaction2, Satisfaction3, Satisfaction4, Satisfaction5. Customer loyalty was measured using the 5 items: Loyalty1, Loyalty2, Loyalty3, Loyalty4, Loyalty5. CSR associations were measured using the 4 items: CSR_Ass1, CSR_Ass2, CSR_Ass3, CSR_Ass4. The following represents the interaction terms: CSR_Association X Service_Quality CSR_Association X Customer_Satisfaction CSR_Association X CRM

本研究以540名零售银行客户为样本，采用结构方程模型（Structural Equation Modeling）展开分析，结果显示，在控制变量存在与缺失的两种情境下，服务质量与客户关系管理（Customer Relationship Management, CRM）对客户满意度及客户忠诚度均存在显著的直接与间接效应。值得注意的是，将企业社会责任（Corporate Social Responsibility, CSR）关联作为调节变量纳入分析时，并未产生显著的直接或间接效应。上述研究结果凸显了零售银行业优先提升服务质量与客户关系管理水平，并结合战略层面企业社会责任举措的重要性。在充满冲突的语境下，厘清上述因素间的复杂互动关系，对于培育客户忠诚度与客户信任至关重要。------- 客户关系管理采用以下题项进行测量：CRM1、CRM2、CRM3、CRM4、CRM5。服务质量采用5个题项进行测量：ServQ1、ServQ2、ServQ3、ServQ4、ServQ5。客户满意度采用5个题项进行测量：Satisfaction1、Satisfaction2、Satisfaction3、Satisfaction4、Satisfaction5。客户忠诚度采用5个题项进行测量：Loyalty1、Loyalty2、Loyalty3、Loyalty4、Loyalty5。企业社会责任关联采用4个题项进行测量：CSR_Ass1、CSR_Ass2、CSR_Ass3、CSR_Ass4。本研究涉及的交互项如下：CSR_Association × Service_Quality、CSR_Association × Customer_Satisfaction、CSR_Association × CRM