Pham Thi Kim Thanh

Type of the article: Research Article

Abstract
In the context of rapid digital transformation in the banking sector of developing countries such as Vietnam, maintaining long-term customer value has become a critical challenge. Traditional Customer Lifetime Value (CLV) models, which mainly rely on transactional data, are often insufficient in capturing customer behavior in dynamic digital environments. This study aims to evaluate the integration of Social Customer Relationship Management (SCRM) into CLV models through the lens of the Technology-Organization-Environment (TOE) framework. Specifically, it analyzes how technological, organizational, and environmental contexts influence the implementation of SCRM, and how SCRM, in turn, affects three key components of CLV: customer acquisition, retention, and expansion. Data were collected from a survey of 425 banking professionals in Vietnam in October 2024 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that SCRM has a positive and statistically significant impact on all three CLV components, with the strongest effect on customer retention (β = 0.325, p < 0.001). The technological (β = 0.181) and organizational (β = 0.198) contexts significantly influence the implementation of SCRM, while the environmental context does not show a meaningful impact. The study provides empirical evidence on the mediating role of SCRM and offers practical recommendations for banks to prioritize internal factors when developing strategies to enhance long-term customer value. As the empirical investigation was limited to the Vietnamese banking sector, the findings should be considered context-specific. To establish broader applicability, future studies should replicate this model in different national or industry contexts.

Acknowledgment
This research is partly funded by Industrial University of Ho Chi Minh City and University of Finance – Marketing.

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.