Mediating Effect of Trust in the Relation to Technology CSFS and Customer Satisfaction With Reference To Banking Sector

Abstract

The present study is focused on the mediation impact of CSF technologies (critical success factors) on customer satisfaction in the banking sector. The study considered a Stratified Sampling Methodology to determine the for primary data collection from bank staff (respondents). The study gathered three public and three private sector banks located in the Hyderabad region. Bankers have applied the adoption of customer relationship management through the CSF technology. The Bivariate Correlation has been applied, and the result showed that the CSF has a strong relationship with trust and customer satisfaction. The Mediation Effect Methodology was applied in order to know the indirect effect of CSF on customer satisfaction in relation to trust and the result stated that the Technology Critical Success Factors (CSFs) were found to have a significant positive impact on the trust and Customer Satisfaction, i.e. the improvement of the Technology enabled services or CSFs, the trust of the Customer. This study is useful for bankers who use technology extensively to deliver banking services, banking regulators, other institutions that stress that CRM in an effective way to engage clients with the organization.