E-CRM on the Relationships Quality and Its Consequences: Evidence from Iranian Private Banks

Abstract

The importance and urgency of the subject Low rates of e-services and research in the department of Electronical Customer Relationship Management (E-CRM) in banking system of the country, particularly is\xa0 from the perspective of clients, the research investigated \xa0E-CRM on the relationships quality\xa0 and it’s consequences: evidence from Iranian the private banks, Therefore a questionnaire adapted from George et all and Abdallah scale be determined in the statistical community between private’s bank electronic customers of 388 people, after collecting information and data,\xa0 the questionnaire designed by Likert scale and obtained by use of random sampling, and evaluated and analyzed by structural equations model method and LIZREL software. Data results show that E-CRM had a positive and meaningful effect on the relationships quality\xa0 and the consequences of customers that include 7 component such as: communication channels, the overall quality of communication, confidence, satisfaction, loyalty,\xa0 maintenance and the tendency to compromise.The results of research was confirmed the impact and importance of E-CRM on the quality dimensions and relationships consequences with customers like The satisfaction, loyalty and\xa0 maintenance. Keywords: Customer Relationship Management , Electronical Customer, Relationships Quality. DOI : 10.7176/EJBM/11-25-01 Publication date :September 30 th 2019