The Role of e-CRM in the Quality of Customer-Bank Relationship

Abstract

Knowing that the customer is the bank's intangible assets and survival of this industry depends on maintaining a
more stable long-term relationship with its valued customers. This study aims to examine the results of the
electronic customer relationship management systems, to maintain and strengthen the relationship between
banks and customers. Also the benefits that obtain from establishing system will be discussed. Thus, after a
review of the literature and history of literature in the field of e-banking and e-CRM and customer service
oriented and quality of service, and the various components of the structure, as a customer based service
attribute and relationship quality and outcome targets of the study was determined after the approval criteria
using confirmatory factor analysis model of the structure was considered. The questionnaire was designed to test
the validity and reliability, confirming the results of its analysis based on structural equation modeling (SEM),
using software AMOS19 showed a significant positive correlation between the deployment of e-CRM and
customer based service attribute and relationship quality and outcome of each component of the structure there.