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Effects of e-CRM on Customer–Bank Relationship Quality and Results

Author

Listed:
  • Fakhraddin Maroofi

    (University of Kurdistan)

  • Adel Darabi

    (Islamic Azad University)

  • Jila Torabi

    (Islamic Azad University)

Abstract

This research examines the results of electronic customer relationship management (e-CRM) system carrying out in the Iran banking industry from customer outlooks. Because most e-CRM carrying outs cannot be directly seen or identified by customers, report survey and interviews with experts in the Iran banking industry were used to develop a new construct called ‘customer-based service ascribe’ to quantify e-CRM results from customers' outlooks. A full-scale field survey of 684 customers of Iran commercial banks was then directed. A service ascribes model and a model that integrated relationship quality and result were constructed, and their validity and reliability was verified. Analysis of the results by using structural equation modeling demonstrated that e-CRM carrying out has a statistically significant positive relationship with customer- based service ascribe and with the quality and result of customer–bank relationships as well as an indirect effect on relationship quality and result through customer-based service ascribe.

Suggested Citation

  • Fakhraddin Maroofi & Adel Darabi & Jila Torabi, 2012. "Effects of e-CRM on Customer–Bank Relationship Quality and Results," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(3), pages 164-182, July.
    • Handle: RePEc:hur:ijaraf:v:2:y:2012:i:3:p:164-182
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    References listed on IDEAS

    as
    1. Peppard, Joe, 2000. "Customer Relationship Management (CRM) in financial services," European Management Journal, Elsevier, vol. 18(3), pages 312-327, June.
    2. Czepiel, John A., 1990. "Service encounters and service relationships: Implications for research," Journal of Business Research, Elsevier, vol. 20(1), pages 13-21, January.
    3. Jakki Mohr & Robert Spekman, 1994. "Characteristics of partnership success: Partnership attributes, communication behavior, and conflict resolution techniques," Strategic Management Journal, Wiley Blackwell, vol. 15(2), pages 135-152, February.
    4. Shan L. Pan, 2005. "Customer Perspective of CRM Systems: A Focus Group Study," International Journal of Enterprise Information Systems (IJEIS), IGI Global, vol. 1(1), pages 65-88, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    E-CRM; Relationship quality; Relationship result; Banking; SEM;
    All these keywords.

    JEL classification:

    • E50 - Macroeconomics and Monetary Economics - - Monetary Policy, Central Banking, and the Supply of Money and Credit - - - General

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