The Impact of CKM and Customer Satisfaction on Customer Loyalty in Saudi Banking Sector: The Mediating Role of Customer Trust - research gap

There is a gap in the existing research on the impact of customer knowledge management (CKM) and customer satisfaction on customer loyalty in the Saudi banking sector, specifically in relation to the mediating role of customer trust. While previous studies have examined the individual relationships between CKM, customer satisfaction, customer loyalty, and customer trust, there is a lack of research that explores how these factors interact with each other in the context of the Saudi banking sector.

Understanding the mediating role of customer trust in the relationship between CKM, customer satisfaction, and customer loyalty is important for banks in Saudi Arabia to effectively manage their customer relationships and improve customer retention. By identifying the mechanisms through which CKM and customer satisfaction influence customer loyalty through customer trust, banks can develop strategies to enhance customer trust and ultimately increase customer loyalty.

Therefore, further research is needed to investigate the complex interplay between CKM, customer satisfaction, customer trust, and customer loyalty in the Saudi banking sector. This research gap presents an opportunity for scholars to contribute to the existing literature on customer relationship management and loyalty in the banking industry, particularly in the context of the rapidly evolving Saudi market.

Gap 1: Lack of empirical research in the Saudi banking sector

- While there have been some studies on customer loyalty in the banking sector in Saudi Arabia, there is a noticeable gap in empirical research investigating the specific impact of customer knowledge management (CKM) and customer satisfaction (CS) on customer loyalty.

Gap 2: Limited understanding of the mediating role of customer trust

- Although customer trust has been recognized as an important factor influencing customer loyalty, the mediating role it plays between CKM/CS and customer loyalty in the context of the Saudi banking sector has not been adequately explored.

Gap 3: Absence of research on the combined effect of CKM and CS

- Previous research has primarily focused on the impact of either CKM or CS on customer loyalty. There is a need for studies that examine the combined influence of these two factors to provide a more comprehensive understanding.

Gap 4: Lack of consideration for the cultural and contextual factors

- The Saudi banking sector operates within a unique cultural and social context. There is a lack of research that considers how these factors may shape the relationships between CKM, CS, customer trust, and customer loyalty.

Gap 5: Limited exploration of the moderating role of technology

- The rapid advancements in technology are transforming the banking industry. There is a need for research that investigates how technology moderates the impact of CKM, CS, and customer trust on customer loyalty in the Saudi banking sector.

Gap 6: Lack of longitudinal studies

- Most existing research on customer loyalty in the banking sector relies on cross-sectional data. Longitudinal studies are necessary to capture the dynamic nature of customer relationships and the potential changes in the mediating role of customer trust over time.