ROLE OF CRM COMPONENTS IN CREATION OF COSTUMER LOYALTY IN ISLAMIC BANKS: EXAMINING THE MODERATING EFFECT OF MUSLIM RELIGIOSITY

The main objective of this study is to examine the relationship between knowledge management, technology-based customer relationship management (CRM) and customer orientation on customer satisfaction with the moderating function of Muslim religiosity on customer loyalty in the perspective of Islamic banking in Pakistan. Recently, Islamic banking is emerging in Pakistan but due to unawareness of Islamic banks’ customers about how to shift from conventional banks to Islamic banks, is the hurdle for Islamic banks’ customer loyalty. To tackle this issue, current study employed quantitative research approach while utilizing cross sectional research design. The data was collected from 350 Islamic Bank’s customers. To ascertain the significant effect of study variables, the multiple regression technique through PLS-SEM was used. This study found that technology-based customer relationship management, knowledge management and customer orientation have significant impact on customer satisfaction. Furthermore, Moderating role of Muslim religiosity was also confirmed in the given model. The findings of the study are important for the academicians and policy makers of the banking sector to develop policies for customer loyalty.