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

Sahar Hatami


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  from the perspective of clients, the research investigated  E-CRM on the relationships quality  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,  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  and the consequences of customers that include 7 component such as: communication channels, the overall quality of communication, confidence, satisfaction, loyalty,  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  maintenance.

Keywords: Customer Relationship Management , Electronical Customer, Relationships Quality.

DOI: 10.7176/JIEA/9-5-01

Publication date: August 31st 2019


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ISSN (Paper)2224-5782 ISSN (Online)2225-0506
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