Abstract
Relationship marketing is an area of primary interest in marketing literature. The banks are primarily interested in developing and
nurturing long-term customer relationships. This paper explores the intervening function of relationship quality (RQ) between the
relationship of Customer Relationship Management (CRM) and customer loyalty in banks. Moreover, the current study examines
customer perspective of CRM. By using a survey-based research design, 249 responses were collected from the customers of banks.
Variance-based structural equation modeling technique was applied to analyze the data. The results confirm the association of CRM
and customer loyalty. The dimensions of RQ mediate the relationship of CRM and customer loyalty. The results also confirm parallel
and serial mediation of RQ dimensions. The research successfully delineates the importance of CRM in order to improve the level
of RQ and ultimately develop loyal customers. It provides the managers insights to plan accordingly. The paper examines the RQ as
a mediating variable between the relationship of CRM and customer loyalty in the banking industry of Pakistan
Zia ur-Rehman, Ali Raza, Saqib Ilyas, Ali Haider. (2020) The serial mediation of relationship quality factors in the association of CRM and customer loyalty, Paradigms , Vol 14, Issue 1.
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