CUSTOMER LOYALTY THROUGH THE LENS OF CUSTOMER RELATIONSHIP MANAGEMENT IN HIGHER EDUCATION SECTOR BALOCHISTAN

Authors

  • Fazlum Minallah Department of Management Sciences, University of Loralai, Pakistan
  • Dr. Mir Sadaat Baloch Institute of Management Sciences, University of Balochistan, Pakistan
  • Dr. Safia Bano Institute of Management Sciences, University of Balochistan, Pakistan.

DOI:

https://doi.org/10.52567/pjsr.v5i02.1080

Abstract

The imperative basis for profitability and increased market share for the businesses is the customer loyalty. To improve customer loyalty, the firms have to establish lasting relationship with customers. The present study investigates the influence of customer relationship management (CRM) on customer loyalty (CL). Moreover, it reveals whether service quality (SQ) and customer satisfaction (CS) functions as mediators. Data were collected using purposive sampling. Structural equation modeling via AMOS and PROCESS macro were used for the data validity, direct hypotheses’ testing, and the mediating effects’ estimation. The results reveal that the CRM directly and indirectly via SQ and CS influence CL. The current study enhances the understanding of the function of CRM in manipulating CL in higher education sector Balochistan

Keywords: Customer Relationship Management, Customer Loyalty, Service Quality, Customer
Satisfaction

Author Biographies

  • Fazlum Minallah, Department of Management Sciences, University of Loralai, Pakistan

    Lecturer

  • Dr. Mir Sadaat Baloch, Institute of Management Sciences, University of Balochistan, Pakistan

    Assistant Professor

  • Dr. Safia Bano, Institute of Management Sciences, University of Balochistan, Pakistan.

    Associate Professor

Additional Files

Published

2023-05-24

Issue

Vol. 5 No. 02 (2023): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2023 Fazlum Minallah, Dr. Mir Sadaat Baloch, Dr. Safia Bano

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

[1]
“CUSTOMER LOYALTY THROUGH THE LENS OF CUSTOMER RELATIONSHIP MANAGEMENT IN HIGHER EDUCATION SECTOR BALOCHISTAN”, Pak. J, Soc. Sci., vol. 5, no. 02, pp. 270–281, May 2023, doi: 10.52567/pjsr.v5i02.1080.