Does Service Quality Only Influence Bank Sustainability with the Presence of Employee Behavior and E-Customer Relationship Management?

Abstract

In a dynamic economy, banks are competing with one another to catch more pieces of market share. Especially in-service industry, the sustainability of the firms is highly influenced by customers' satisfaction. In this context, this paper looks into the e-Customer Relationship Management (CRM) as a cutting-edge complete methodology for initiating, retaining and extending customers' relationship for bank sustainability. The main aim of this paper is to dissect the impact of employee behavior and service quality on bank sustainability, mediated by e-customer relationship management. Both direct impact and indirect impact has been analysed. Data are collected through a questionnaire method. A final sample of two hundred bank customers has been retained after checking the missing values and unengaged responses. The research work is confined to Balangir District of Odisha. Structural equation modelling with a mediation variable is applied for hypothesis testing after examining construct validity, reliability, composite reliability and model fit indices. It is found that employee behavior has no direct impact on bank sustainability; however, it has indirect impact with e-customer relationship management as mediation variable. Moreover, the impact of service quality is insignificant on bank sustainability; however, the same mediating variable has resulted to an indirect impact. The finding of this study can help the bankers for policy formulation in regard to Bank's sustainability.