ADEGBOYEGA, Nurudeen Ayobami1, IGHOMEREHO, Ogheneochuko Salome2,
AGADA, Solomon Agada3
123Department of Business Administration and Marketing
Redeemer’s University, Ede, Osun State, Nigeria
nurudeenayo816@gmail.com, Ighomerehoo@run.edu.ng., agadas@run.edu.ng
08155328574
Abstract
In the highly competitive digital banking sector, ensuring customer satisfaction is essential for sustaining growth and fostering long-term loyalty. This underscores the importance of service quality and customer relationship management in shaping customer experiences and retention. This study examined the moderating role of customer relationship management between service quality and customer satisfaction of digital banks using quantitative research design. A structured questionnaire was used to collect data from customers actively using digital banking services in Osogbo, Osun State, Nigeria. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyse the data. The path analysis results reveal that service quality has a strong impact on customer satisfaction (t=94.501, p=0.000˂0.05) and customer relationship management significantly influences customer satisfaction (t=29.274, p=0.000˂0.05). Additionally, it was found that customer relationship management moderates the relationship between service quality and customer satisfaction (t=31.761, p=0.000˂0.05). These findings confirm that customer relationship management plays a crucial moderating role in strengthening the relationship between service quality and customer satisfaction in digital banks. The study highlights the importance of integrating effective customer relationship management strategies to maximize customer satisfaction, providing valuable insights for digital banks aiming to enhance the customer experience.
Keywords: Service quality, Customer relationship management, Customer satisfaction, Digital banks,
Customer experience