• Zia ur-Rehman

• Ali Raza

• Saqib Ilyas

• Malik Muhammad Faisal

• Mubashar Hassan Zia

Abstract

Customer relationship management (CRM) is an emerging concept in the consumer behavior literature. The current study examines the role of customer loyalty (CL) as a mediating variable between the relationship of Customer Relationship Management (CRM) and word of mouth (WOM) in the banking industry of Pakistan. This research investigates CRM from a customer perspective. A survey-based research design was employed in order to collect 250 responses of customers belong to the public and private banks of Pakistan. The researcher applied structural equation modeling technique for data analysis by using SmartPLS. Findings are evident that CRM has a direct and positive impact on customer loyalty and WOM. Moreover, CL mediated the relationship between CRM and WOM. Our endeavor successfully established the importance of CRM in order to cultivate CL and WOM.

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