Abstract
This study investigates the impacts of online Customer Relationship Management (OCRM) on the level of
customer satisfaction and retention in the Pakistani Banking industry. Recent past has witnessed workplace
shift toward workspace especially in post-Covid scenario. Covid-19 pandemic have pushed banks in
developed countries to move its day-to-day operations to purely online, following which Pakistani banks
are also going global yet customer satisfaction and retention still remains a dilemma. A case analysis of
Standard Chartered Bank has been chosen in the relatively troubled state of Khyber Pakhtunkhwa. This
research is an attempt to empirically highlight the importance of OCRM for the banks’ overall growth and
performance. A causal relation between customers’ satisfaction and retention with that of OCRM is
examined through various pathways. Primary data from 100 staff members from 18 branches of the bank
were collected using convenience sampling and questionnaire-based survey in summer 2020. Six
hypotheses were developed and testing using regression analysis. The results suggest that OCRM bears
direct positive relation with customer satisfaction and retention with moderating effects of perceived value,
price and switching cost. Through customized services, banks should rigorously pursue online services and
treat this pandemic an opportunity. Online services can be viable platform for positioning the banks’ new
offerings to customers. Important lessons and recommendations for banking industry are put forward. The
paper concludes with limitations and contributions.
Dr. ALI MUHAMMAD, AIZA HUSSAIN RANA. (2020) Impact of Online Customer Relationship Management (OCRM) Upon Customer’s Satisfaction in Post Covid-19 Scenario. A Case Analysis of Standard Chartered Bank Pakistan, International Review of Management and Business Research, Volume 9, Issue 4 .
-
Views
678 -
Downloads
182
Article Details
Volume
Issue
Type
Language
