Effect of Client Satisfaction on Developing CRM, Trust, and Quality

Abstract

This study intended to examine the impact of account management practices on client satisfaction within branding and marketing agencies in Karachi. This study uses a mono-method quantitative approach, whereas non-probability purposive sampling was used to identify research participants. The study has collected 242 responses for the analysis. The account managers in Karachi branding and marketing agencies were considered as the study population. A survey-based approach was used to collect data for this study, where structured questionnaires were given to the respondents. The primary data analysis method was PLS-SEM. The findings indicated that account management effectiveness positively and significantly impacts client satisfaction. Communication quality, conflict resolution, and customer relationship management influence account management effectiveness. At the same time, trust has a positive but insignificant effect. Additionally, account management effectiveness significantly mediates the relationships between communication quality, conflict resolution, and customer relationship management with client satisfaction. However, it mediates the relationship between trust and client satisfaction positively but insignificantly. The moderation analysis further reveals that gender-based risk-taking tendency significantly and negatively moderates the relationship between account management effectiveness and client satisfaction. The study has suggested that to improve customer satisfaction, agencies should improve account management practices by improving communication quality, conflict resolution and customer relationship management.

Keywords-Client Satisfaction, Account Management, Branding/Marketing Agencies, PLS-SEM.