Social customer relationship management and customer lifecycle value in banking: The mediating and moderating roles of engagement
-
Received November 24, 2024;Accepted September 2, 2025;Published October 1, 2025
-
Author(s)Nguyen Ha ThachLink to ORCID Index: https://orcid.org/0009-0000-4502-0564
,
Tran Nha GhiLink to ORCID Index: https://orcid.org/0000-0002-5763-2565
,
Bui Huy KhoiLink to ORCID Index: https://orcid.org/0000-0002-4976-7435
,
Pham Thi Kim ThanhLink to ORCID Index: https://orcid.org/0009-0003-9621-6315
,
Pham Thi Hong NgocLink to ORCID Index: https://orcid.org/0000-0002-2652-1096
-
DOIhttp://dx.doi.org/10.21511/bbs.20(3).2025.10
-
Article InfoVolume 20 2025, Issue #3, pp. 129-144
- TO CITE АНОТАЦІЯ
- 289 Views
-
121 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Type of the article: Research Article
Abstract
This study aims to examine how social customer relationship management influences customer lifetime value through the mediating and moderating roles of employee and customer engagement. The research focuses on Vietnam’s banking sector, including state-owned, private joint-stock, and foreign-owned banks. Data were collected through a structured survey targeting 282 bank employees from key departments such as customer service, marketing, and business development, who were selected based on their direct experience with social customer relationship management tools. Results from the Structural Equation Modeling analysis indicate that social customer relationship management significantly enhances customer acquisition (β = 0.162, p = 0.010), retention (β = 0.237, p = 0.000), and expansion (β = 0.251, p = 0.000). Employee engagement acts as both a mediator and moderator, with the strongest moderating effect observed on customer expansion (β = 0.135, p = 0.003). In contrast, customer engagement mediates retention and expansion but does not moderate the relationships. These findings highlight the critical role of employee engagement in maximizing the effectiveness of social customer relationship management strategies and emphasize the importance of engagement-focused initiatives for long-term success in the banking sector.
- Keywords
-
JEL Classification (Paper profile tab)M12, M31, G21
-
References51
-
Tables6
-
Figures2
-
- Figure 1. Conceptual framework
- Figure 2. PLS-SEM results
-
- Table 1. Research sample
- Table 2. Outer loadings, Cronbach’s Alpha, CR, and AVE
- Table 3. Discriminant validity assessment using the heterotrait-monotrait ratio (HTMT)
- Table 4. Collinearity variance inflation factors (VIFs) test
- Table 5. Hypothesis testing
- Table A1. Survey measurements
-
- Ababneh, O. M., LeFevre, M., & Bentley, T. (2019). Employee engagement: Development of a new measure. International Journal of Human Resources Development and Management, 19(2), 105-134.
- Afaq, A., Gaur, L., & Singh, G. (2023). Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry. International Journal of Contemporary Hospitality Management, 35(3), 992-1009.
- Al-Azzam, A., & Khasawneh, R. T. (2017). Social customer relationship management (SCRM): a strategy for customer engagement. In W. Al-Rabayah, R. Khasawneh, R. Abu-shamaa, & I. Alsmadi (Eds.), Strategic uses of social media for improved customer retention (pp. 45-58). IGI Global.
- Alshurideh, M., Al Kurdi, B., AlHamad, A., Hamadneh, S., Alzoubi, H. M., & Ahmad, A. (2023). Does social customer relationship management (SCRM) affect customers’ happiness and retention? A service perspective. Uncertain Supply Chain Management, 11(1), 277-288.
- Alsmadi, S., & Alnawas, I. (2011). Empirical investigation of the CRM concept in the Jordanian context: The case of banks and financial institutions. International Journal of Business and Management, 6(2), 182-195.
- Alzaydi, Z. (2024). Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector. Management & Sustainability: An Arab Review, 3(2), 132-149.
- Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2-3), 215-234.
- Artha, B., Zahara, I., Bahri, & Sari, N. P. (2022). Customer retention: a literature review. Social Science Studies, 2(1), 030-045.
- Awan, K., Ahmad, N., Naveed, R. T., Scholz, M., Adnan, M., & Han, H. (2021). The impact of work-family enrichment on subjective career success through job engagement: A case of banking sector. Sustainability, 13(16), 8872.
- Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
- Berger, P. D., & Nasr, N. I. (1998). Customer lifetime value: Marketing models and applications. Journal of Interactive Marketing, 12(1), 17-30.
- Buttle, F., & Maklan, S. (2019). Customer relationship management. Concepts and Technologies. Routledge, Taylor & Francis Group.
- Channa, H. S. (2019). Customer lifetime value: An ensemble model approach. In Balas, V., Sharma, N., & Chakrabarti, A. (Eds.), Data Management, Analytics and Innovation: Proceedings of ICDMAI 2018, 808, 353-363.
- Choi, L., & Lotz, S. L. (2018). Exploring antecedents of customer citizenship behaviors in services. The Service Industries Journal, 38(9-10), 607-628.
- Costa, L. R. d., & Loureiro, S. M. C. (2019). The importance of employees’ engagement on the organizational success. Journal of Promotion Management, 25(3), 328-336.
- Cowan, G., Mercuri, S., & Khraishi, R. (2023). Modelling customer lifetime-value in the retail banking industry. arXiv preprint arXiv:2304.03038.
- Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
- Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing & Management, 28(2), 172-188.
- Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2021). Social customer relationship management: a customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673-698.
- Ekinci, Y., Uray, N., & Ülengin, F. (2014). A customer lifetime value model for the banking industry: a guide to marketing actions. European Journal of Marketing, 48(3/4), 761-784.
- El Mehelmi, H., & Sadek, H. (2019). Investigating the usage of social customer relationship management (SCRM) and its impact on firm performance in the mobile telecommunication services: Egypt case. Journal of Business and Retail Management Research, 13(03).
- Ghlichlee, B., & Bayat, F. (2021). Frontline employees’ engagement and business performance: the mediating role of customer-oriented behaviors. Management Research Review, 44(2), 290-317.
- Gräser, M., Harris, C., Alt, R., & Reinhold, O. (2023). How Integrated Social CRM Affects Business Success: Learnings from a Literature Analysis. 2023 IEEE International Conference on Web Intelligence and Intelligent Agent Technology (WI-IAT) (pp. 547-554).
- Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lin, N., Ravishanker, N., & Sriram, S. (2006). Modeling customer lifetime value. Journal of Service Research, 9(2), 139-155.
- Hanaysha, J. R., & Mehmood, K. K. (2022). An exploration of the effect of customer relationship management on organizational performance in the banking sector. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-16.
- Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Brad, D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45, 312-335.
- Hasheminejad, S. M. H., & Khorrami, M. (2020). Clustering of bank customers based on lifetime value using data mining methods. Intelligent Decision Technologies, 14(4), 507-515.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
- Ho, M. H.-W., Chung, H. F. L., Kingshott, R., & Chiu, C.-C. (2020). Customer engagement, consumption and firm performance in a multi-actor service eco-system: The moderating role of resource integration. Journal of Business Research, 121, 557-566.
- Ibrahim, A., Zurriyati, R., Utami, M. A., Octaria, S. L., Wahyuni, T., Siadnyani, L., & Yusmaniarti. (2020). Implementation of Social Customer Relationship Management Using Instagram and Facebook as Songket Marketing Media. Sriwijaya International Conference on Information Technology and Its Applications (SICONIAN 2019).
- Kantorová, K., & Bachmann, P. (2018). Social customer relationship management and organizational characteristics. Information, 9(12), 306.
- Kock, N., & Lynn, G. S. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7), 2.
- Kumar, P., & Mokha, A. (2021). Relationship between E-CRM, customer experience, customer satisfaction and customer loyalty in banking industry: a review of literature. Research Review: International Journal of Multidisciplinary, 6(2), 127-137.
- Lee, M.-S., & Yoo, J. (2022). The effects of frontline bank employees’ social capital on adaptive selling behavior: serial multiple mediation model. International Journal of Bank Marketing, 40(2), 197-220.
- Méndez-Suárez, M., & Crespo-Tejero, N. (2021). Why do banks retain unprofitable customers? A customer lifetime value real options approach. Journal of Business Research, 122, 621-626.
- Moro, S., Cortez, P., & Rita, P. (2015). Using customer lifetime value and neural networks to improve the prediction of bank deposit subscription in telemarketing campaigns. Neural Computing and Applications, 26, 131-139.
- Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311.
- Prasetyaningrum, P. T., Wisnubhadra, I., & Suyoto, S. (2016). Social Customer Relationship Management Sebagai Strategi Bisnis Pada Bank (Studi Kasus Di Bank Bpd Diy) [Social Customer Relationship Management as a Business Strategy in Banks (Case Study at Bank BPD DIY)]. Telematika: Jurnal Informatika dan Teknologi Informasi, 13(1), 52-58. (In Indonesian).
- Rashid, M. H. U., Nurunnabi, M., Rahman, M., & Masud, M. A. K. (2020). Exploring the relationship between customer loyalty and financial performance of banks: Customer open innovation perspective. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 108.
- Rauniar, R., Rawski, G., Yang, J., & Johnson, B. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Journal of Enterprise Information Management, 27(1), 6-30.
- Rootman, C., Tait, M., & Bosch, J. (2008). Variables influencing the customer relationship management of banks. Journal of Financial Services Marketing, 13, 52-62.
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Homburg, C., Klarmann, M., & Vomberg, A. (Eds.), Handbook of market research (pp. 587-632). Springer.
- Seyedin, B., Ramazani, M., Noubar, H. B. K., & Alavimatin, Y. (2021). Customer lifetime value analysis in the banking industry with an emphasis on brand equity. International Journal of Nonlinear Analysis and Applications, 12(2), 991-1004.
- Sultana, M., Mpanme, D., & Ahmed, J. U. (2022). Customer Relationship Management Practices and Employee Sensitivities of Private Sector Banks: An Analysis in Indian Context. Business and Economic Research, 12(4), 168-182.
- Tajfel, H., & Turner, J. C. (2003). The social identity theory of intergroup behavior. In Jost, J. T., & Sidanius, J. (Eds.), Political Psychology (pp. 73-98). NY: Psychology Press.
- Trainor, K. J., Andzulis, J. (M.), Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.
- Vidya, M., & Shanthi, R. (2021). Analyzing electronic customer relationship management (e-CRM) performance of public sector banks in Chennai City. Psychology and Education Journal, 58(1), 2215-2227.
- Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive Marketing, 39(1), 15-26.
- Xu, A. J., Loi, R., Chow, C. W. C., & Lin, V. S. Z. (2023). Driving retail cross-selling. Journal of Service Research, 26(2), 212-232.
- Yawised, K., Ellis, L., & Wong, M. C. (2017). The role and nature of SCRM in Australian private sector: an exploratory study. Proceeding from the 2nd International Conference on Advanced Research. Asia Pacific Institute of Advanced Research.
-
-
Conceptualization
Nguyen Ha Thach, Bui Huy Khoi
-
Data curation
Nguyen Ha Thach, Bui Huy Khoi, Pham Thi Kim Thanh
-
Formal Analysis
Nguyen Ha Thach, Tran Nha Ghi, Bui Huy Khoi, Pham Thi Hong Ngoc
-
Funding acquisition
Nguyen Ha Thach, Tran Nha Ghi, Pham Thi Kim Thanh, Pham Thi Hong Ngoc
-
Investigation
Nguyen Ha Thach
-
Methodology
Nguyen Ha Thach, Tran Nha Ghi, Bui Huy Khoi
-
Project administration
Nguyen Ha Thach, Bui Huy Khoi, Pham Thi Kim Thanh, Pham Thi Hong Ngoc
-
Resources
Nguyen Ha Thach
-
Software
Nguyen Ha Thach
-
Supervision
Nguyen Ha Thach, Tran Nha Ghi
-
Validation
Nguyen Ha Thach, Pham Thi Kim Thanh, Pham Thi Hong Ngoc
-
Visualization
Nguyen Ha Thach
-
Writing – original draft
Nguyen Ha Thach, Pham Thi Kim Thanh, Pham Thi Hong Ngoc
-
Writing – review & editing
Nguyen Ha Thach, Tran Nha Ghi
-
Conceptualization
-
Integrated reporting and financial performance of South African listed banks
Banks and Bank Systems Volume 14, 2019 Issue #2 pp. 128-139 Views: 3560 Downloads: 818 TO CITE АНОТАЦІЯThe recent development of integrated reporting intends to address the limitations associated with corporate reporting practices. This paper aims to examine whether a statistically significant relationship exists between integrated reporting quality and financial performance. Secondary data was used, namely the integrated reports and annual financial statements of South African banks listed on the Johannesburg Stock Exchange (JSE) for 2010–2014. For the period 2005–2009, only the financial statements were used, since integrated reporting was not yet mandatory. The research design was longitudinal and it combined qualitative and quantitative methods. Descriptive statistics and Feasible Generalized Least Square (FGLS) were used to explore the relationships between financial performance and integrated reporting quality. The results indicate that there is a positive relationship between integrated reporting quality (IRQ) and earnings per share (EPS). However, there is no significant relationship between IRQ and Tobin’s q (Q-Ratio), IRQ and return on equity (ROE), IRQ and return on assets (ROA) as well as IRQ and economic value added (EVA). Moreover, there are no significant differences on the financial performance of the listed banks before and after the introduction of integrated reporting.
-
The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction
Ayeasha Akhter
,
Md. Mobarak Karim
,
K. M. Anwarul Islam
doi: http://dx.doi.org/10.21511/bbs.16(4).2021.02
Banks and Bank Systems Volume 16, 2021 Issue #4 pp. 11-21 Views: 2993 Downloads: 937 TO CITE АНОТАЦІЯThis paper aims to examine the impact of emotional intelligence (EQ), employee empowerment (EE), and cultural intelligence (CQ) on commercial bank employees’ job satisfaction in Bangladesh. For this purpose, a survey questionnaire was developed based on pre-tested constructs. The study used a convenience sampling technique, supplemented by a non-probability sampling method. 200 bank employees were invited to participate in the survey; finally, 130 responses were received as fully complete, with a 65% response rate. Hence, the sample size is n = 130. Cronbach’s alpha value was used to determine the internal consistency of the study constructs. SPSS version 26.0 was used to analyze the correlation test and hypotheses test. The findings show that emotional intelligence (EQ) with a beta (β) value of 0.510 has a statistical and positive effect on bank employees’ job satisfaction. Also, employee empowerment (EE) with a beta value of (β) 0.418 and cultural intelligence (CQ) with a beta (β) of 0.372 were found to be significant predictors of job satisfaction. This indicates that bank managers should utilize EQ and CQ to increase bank employee satisfaction and focus on employee engagement at the workplace. According to the study, if bank employees become more emotionally stable and culturally intelligent at their workplace, they will be more satisfied with their current jobs. Besides, if bank employees are given more opportunities to carry out their job responsibilities, they will be more satisfied with their jobs. The paper outlines several significant implications for commercial bank managers and offers some notable directions for future research.
-
The role of transformational leadership, work-life balance, and employee engagement on Gen Z’s organizational commitment in the Indonesian creative industry
Problems and Perspectives in Management Volume 22, 2024 Issue #4 pp. 576-587 Views: 2901 Downloads: 1963 TO CITE АНОТАЦІЯAdapting retention strategies is essential to balancing Generation Z’s unique work values and preferences so that organizations can reduce turnover, enhance loyalty, and thrive in hybrid work environments. Therefore, this study aimed to investigate the role of transformational leadership, work-life balance, and employee engagement in Generation Z’s organizational work commitment. Using a cross-sectional quantitative method, the investigation adopted purposive sampling and partial least square structural equation modeling (PLS-SEM). The quantitative data were collected through an online survey of 130 Jakarta Generation Z employees of creative industry firms. In addition, the qualitative validation interview was conducted to support the quantitative data analysis, including group heads of employees from the creative agencies. The results showed that transformational leadership significantly impacted employee engagement and affective organizational commitment. The work-life balance had only significant relationships with employee engagement without affecting organizational commitment. Employee engagement fully mediated the relationship between work-life balance and affective organizational commitment. Generation Z employees considered engagement a critical factor affecting commitment to exert a more substantial influence than transformational leadership and work-life balance. The results emphasized the need for organizations to focus on enhancing employee engagement to improve commitment among Generation Z employees in the hybrid work environment.
Acknowledgment
Authors acknowledge with gratitude the financial, moral, and academic support extended by Universitas Multimedia Nusantara [Multimedia Nusantara University]. The institution’s commitment to excellence continues to motivate us in our endeavors.

