A Serial Mediation Model for Investigating the Impact of e-CRM Services on Customer Loyalty in the Indian Healthcare Industry

Abstract

The aim of this study is to examine the relationship between e-CRM and consumer loyalty in the Indian private healthcare sector with customer trust (CT), customer value (CV), customer satisfaction (CS), and switching costs (SCs) as mediators. As per the findings, mentioned variables in this analysis (with the exception of the relationship between e-CRM and customer loyalty (CL) as this relationship is accepted at p = 0.05 significance level and not at p = 0.001 significance level) have a direct significant positive association with one another. In addition, CT and CV are the partial mediator in the relationship between e-CRM and CS, whereas the relationship of CS with CL is fully mediated through SC. Above all, there is an existence of serial mediation in the relationship of e-CRM with CL having CS and SC as mediators.