The study recommends that management of banks should invest more resources in e-commerce capability to improve their performance. The study concluded that information capability, customization capability and back-end integration capability were significant predictors of performance of commercial banks. Competitive advantage was found to partially mediate the relationship between competitive advantage and performance of commercial banks in Kenya.
The study further established that the business operating environment had positive but insignificant moderating effect on the relationship between e-commerce capability and performance of commercial banks in Kenya. Transaction capability had an insignificant effect of performance of commercial banks in Kenya. The studyĮstablished that e-commerce information capability, customization capability and back-end capability significantly affected performance of commercial banks in Kenya. Data analysis was done using descriptive and inferential statistics. Data for e-commerce capability was collected from commercial banks A census of 43 commercial banks was taken data for performance was extracted for the financial year 2016/2017. The study was guided by positivism research philosophy and used explanatory non-experimental design. The study was anchored on Unified Theory of Technology Acceptance and Use of Technology Theory and supported by Dynamic Capability Theory and Resource-Based View Theory. The study also sought to establish the moderation effect of the business operating environment on the relationship between e-commerce capability and performance of commercial banks and determine the mediation effect of competitive advantage on the relationship between e-commerce capability and performance of commercial. The specific objectives of the study were to establish the effect of e-commerce information capability, transaction capability, customization capability and back-end integration capability on performance of commercial banks in Kenya. Hence, this study investigated the effect of e-commerce capability on performance of commercial banks in Kenya. Despite these initiatives, commercial banks have presented mixed results in terms of their performance. They have thus invested heavily in e-commerce solutions. In order to play their intermediation role, commercial banks have to be profitable. Has provided an enabling environment to ensure that commercial banks contribute towards the realization of the Vision 2030’s envisaged prosperous economy. The Government of Kenya through the Central Bank of Kenya Kenya’s Vision 2030 economic blueprint seeks to transform Kenya into a middle-incomeĬountry by the year 2030. A focus is on the fairness of CRM and a new definition is offered.
Originality/value ‐ In total, eight propositions are made about CRM's successes, advances, pitfalls and futures. Social implications ‐ Advances in CRM must consider issues of fairness, transparency, honesty, trust and with the emergence of social media, understand how CRM will adapt and immerse itself in such a future. Managers must therefore define their CRM, understand their pitfalls and look at where their CRM is headed. However, the danger of implementing CRM in such a way as to lead customers to believe that they are worse off requires more research. Practical implications ‐ It is proposed that the concept of dual value-creation and win-win relationships are fundamental to successful implementation. Findings ‐ The authors find that the risks of depleting customer trust as they perceive themselves being exploited by firm's CRM offerings should be openly discussed, as it poses a significant threat to the CRM scheme if it is overly used and misused. Design/methodology/approach ‐ This paper reviews extant literatures in CRM, with a particular emphasis on the pitfalls of CRM. As a result, the authors suggest eight propositions for improving the CRM scheme. The authors further integrate concepts of fairness, trust and paradoxes of one-to-one marketing, which are little researched within customer management. Purpose ‐ The purpose of this paper is to provide academics and practitioners working with customer relationship management (CRM) with a review of key topics, such as advances in CRM, the shifting role of consumers, issues with conceptualisation and consumer exploitation.
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