Global Business and Finance Review | 2026
Authors: Thach N.H.; Viet L.T.T.; Thi N.H.M.; Lien T.T.M.
DOI: 10.17549/gbfr.2026.31.4.156
Journal: Global Business and Finance Review
Year: 2026
Publisher: People and Global Business Association
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Purpose: This study aims to explore the mediating role of perceived customer relationship quality (PCRQ)-includ-ing both cognitive and affective dimensions-in the relationship between electronic customer relationship management (ECRM) and customer loyalty in the Vietnamese banking sector. Design/methodology/approach: Grounded in the Stimulus-Organism-Response (S-O-R) framework, the study collected survey data from 395 banking customers in Vietnam. Data was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Customer loyalty was measured through repurchase intention and positive word-of-mouth (PWOM). Findings: ECRM significantly increases positive word-of-mouth (β = 0.175, p = 0.000) but shows no direct effect on repurchase intention (β =-0.053, p = 0.383). Instead, its influence on repurchase intention occurs indirectly through PCRQ, particularly via the affective dimension. PCRQ also mediates the relationship between ECRM and positive word-of-mouth, with the affective component exerting a stronger effect than the cognitive one. Research limitations/implications: The use of convenience sampling and a cross-sectional design may limit the generalizability of the findings. Future studies could employ longitudinal methods and introduce moderating variables such as digital readiness or cultural traits. Originality/value: The study contributes to theory by clarifying the psychological mechanisms through which ECRM impacts different aspects of customer loyalty. It emphasizes the pivotal role of emotional engagement in strengthening long-term customer relationships in digitally transforming banking environments in emerging markets. © The Author(s).
Banking; Customer Loyalty; ECRM; Perceived Customer Relationship Quality; S-O-R framework