Purpose

The purpose of this study is to examine the impact of customer relationship management (CRM) components on competitive advantage through customer loyalty in the banking sector of Bangladesh.

Design/methodology/approach

A structured questionnaire was used for the data collection process. In all, 326 respondents were participated in the survey and selected conveniently from the commercial banks of Bangladesh. Data were analyzed by using Smart-PLS software.

Findings

The outcomes of this study indicate that customer orientation and technology capability have a positive impact on competitive advantage, while customer knowledge does not. Besides, customer loyalty significantly mediates the relationship between customer orientation and technology capability with competitive advantage, while this mediation effect appears insignificant between customer knowledge and competitive advantage.

Practical implications

This study's findings can help Bangladeshi bank managers communicate with new customers about their promotional activities while keeping old customers informed about new CRM initiatives.

Originality/value

This study adds to the existing pool of knowledge on CRM components, customer loyalty and competitive advantage literature. Particularly, the mediating role of customer loyalty between the CRM components (customer orientation and technology capability) and competitive advantage is the unique contribution of this research.

中文翻译：

---

CRM 与竞争优势的关系：客户忠诚度的中介作用

目的

本研究的目的是通过孟加拉国银行业的客户忠诚度，检验客户关系管理 (CRM) 组件对竞争优势的影响。

设计/方法/途径

结构化问卷用于数据收集过程。总共有 326 名受访者参与了调查，并从孟加拉国的商业银行中方便地选择。使用 Smart-PLS 软件分析数据。

发现

这项研究的结果表明，客户导向和技术能力对竞争优势有积极影响，而客户知识则没有。此外，客户忠诚度在客户导向与技术能力与竞争优势之间的关系中起显着中介作用，而这种中介作用在客户知识与竞争​​优势之间显得不显着。

实际影响

这项研究的发现可以帮助孟加拉国的银行经理与新客户就他们的促销活动进行交流，同时让老客户了解新的 CRM 计划。

原创性/价值

这项研究增加了有关 CRM 组件、客户忠诚度和竞争优势文献的现有知识库。特别是，客户忠诚度在 CRM 组件（客户导向和技术能力）和竞争优势之间的中介作用是本研究的独特贡献。