Proceedings of the 2nd International Conference on Sustainability and Equity (ICSE-2021)

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

Authors
Sagar Kumar Behera1, Smitisikha Guru2, *, Durga Prasanna Mahapatra3, Priyabrata Panda4
1Research Scholar, Rajendra University, Balangir,sagar.k.behera@gmail.com.
2Research Scholar, Gangadhar Meher University, Sambalpur.smitisikha.guru@gmail.com.
3Associate Professor, Department of Commerce, Rajendra University, Balangirdpmahapatra03@gmail.com,
4Assistant Professor, School of Commerce, Gangadhar Meher University, Sambalpur,pandapriyabrata@rocketmail.com, 7978123683, 9090569357.
Corresponding Author
Smitisikha Guru
Available Online 18 January 2022.
DOI
10.2991/ahsseh.k.220105.001How to use a DOI?
Keywords
Sustainability; Customer relationship management; Customer satisfaction; Employee behavior; Service quality
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.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2nd International Conference on Sustainability and Equity (ICSE-2021)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
18 January 2022
ISBN
10.2991/ahsseh.k.220105.001
ISSN
2667-128X
DOI
10.2991/ahsseh.k.220105.001How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Sagar Kumar Behera
AU  - Smitisikha Guru
AU  - Durga Prasanna Mahapatra
AU  - Priyabrata Panda
PY  - 2022
DA  - 2022/01/18
TI  - Does Service Quality Only Influence Bank Sustainability with the Presence of Employee Behavior and E-Customer Relationship Management?
BT  - Proceedings of the 2nd International Conference on Sustainability and Equity (ICSE-2021)
PB  - Atlantis Press
SP  - 1
EP  - 13
SN  - 2667-128X
UR  - https://doi.org/10.2991/ahsseh.k.220105.001
DO  - 10.2991/ahsseh.k.220105.001
ID  - Behera2022
ER  -