The moderating role of gender on the effects of CRM strategies on customer retention: a multi-group analysis of Zimbabwean internet consumers

Abstract

This study investigated the effects of CRM strategies on customer retention intentions to Internet Service Providers (ISPs). Drawing on the Social Exchange Theory, service-dominant logic, attribution theory and empirical literature, a research model was proposed. The study targeted customers of ISPs in Harare, Zimbabwe. Further, a positivism philosophy, an explanatory design and quantitative approach were adopted. Structural Equation Modelling (SEM) examined data obtained through a structured survey. Based on 394 valid responses, SEM revealed the positive and significant effects of loyalty programs, customer delight and sales promotions on customer retention. Social bonding and customer engagement were not statistically significant. However, multi-group analysis indicated that customer engagement, customer delight and social bonding had stronger and significant effects on female than male consumer sub-sample. The paper highlights the nuanced application of the S-D logic theory may vary by economic context, providing richer theoretical lens from the SET and attribution theory that emphasise customer value and gender-based CRM targeting, respectively. Given the gendered nature of consumer rationality, this paper provides additional lens on the application of CRM in pre-emerging markets, recommending firms targeting bottom-of-pyramid consumers to adopt value laden CRM tools and gender-responsive strategies in-order to leverage relationship marketing to enhance customer retention.