A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry
The persistent and rapid evolution in Information and Communication Technologies (ICTs) has changed the banking industry's operations and services. To thrive in this dynamic market environment, banks have realized that they must implement E-CRM to enhance and improve the enduring relationship w...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Ramanujan College, University of Delhi, Delhi, India
2020-12-01
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| Series: | Ramanujan International Journal of Business and Research |
| Subjects: | |
| Online Access: | https://rijbr.in/1/article/view/224/187 |
| _version_ | 1797646014313660416 |
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| author | Mr. Pushpender Kumar Ms. Anupreet Kaur Mokha |
| author_facet | Mr. Pushpender Kumar Ms. Anupreet Kaur Mokha |
| author_sort | Mr. Pushpender Kumar |
| collection | DOAJ |
| description | The persistent and rapid evolution in Information and Communication Technologies (ICTs) has changed the banking industry's operations and services. To thrive in this dynamic market environment, banks have realized that they must implement E-CRM to enhance and improve the enduring relationship with their customers. E-CRM aids to boost the quality and efficacy of customer service. The paper investigates the impact of ECRM (measured by customized products/ services, transaction security/ privacy, alternative payment methods, problem-solving, online feedback, and FAQs) on customer loyalty in the banking industry. The data is collected using a questionnaire from the 300 customers (150 each from public and private sector banks) of Delhi/NCR who are using E-CRM services. The data is analyzed using an independent t-test and multiple regression analysis. The results reveal that all six dimensions of E-CRM have a significant positive relationship with customer loyalty. This empirical results of the study will have academic and managerial implications as they will contribute to the existing knowledge base and help E-CRM managers in the decision-making process. Improving E-CRM practices will thus turn out to be a strategic competitive strategy for banks to establish interactions with their customers. |
| first_indexed | 2024-03-11T14:55:17Z |
| format | Article |
| id | doaj.art-e8228583c67a40f5b1c5ee5aafaf3dd0 |
| institution | Directory Open Access Journal |
| issn | 2455-5959 2583-0171 |
| language | English |
| last_indexed | 2024-03-11T14:55:17Z |
| publishDate | 2020-12-01 |
| publisher | Ramanujan College, University of Delhi, Delhi, India |
| record_format | Article |
| series | Ramanujan International Journal of Business and Research |
| spelling | doaj.art-e8228583c67a40f5b1c5ee5aafaf3dd02023-10-30T08:25:36ZengRamanujan College, University of Delhi, Delhi, IndiaRamanujan International Journal of Business and Research2455-59592583-01712020-12-0151211226https://doi.org/10.51245/rijbr.v5i1.2020.224A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking IndustryMr. Pushpender Kumar0Ms. Anupreet Kaur Mokha1 Kirori Mal College, Department of Commerce, University of DelhiDepartment of Commerce, Delhi School of Economics, University of DelhiThe persistent and rapid evolution in Information and Communication Technologies (ICTs) has changed the banking industry's operations and services. To thrive in this dynamic market environment, banks have realized that they must implement E-CRM to enhance and improve the enduring relationship with their customers. E-CRM aids to boost the quality and efficacy of customer service. The paper investigates the impact of ECRM (measured by customized products/ services, transaction security/ privacy, alternative payment methods, problem-solving, online feedback, and FAQs) on customer loyalty in the banking industry. The data is collected using a questionnaire from the 300 customers (150 each from public and private sector banks) of Delhi/NCR who are using E-CRM services. The data is analyzed using an independent t-test and multiple regression analysis. The results reveal that all six dimensions of E-CRM have a significant positive relationship with customer loyalty. This empirical results of the study will have academic and managerial implications as they will contribute to the existing knowledge base and help E-CRM managers in the decision-making process. Improving E-CRM practices will thus turn out to be a strategic competitive strategy for banks to establish interactions with their customers.https://rijbr.in/1/article/view/224/187e-crmcustomer loyaltybanking industryregression analysis |
| spellingShingle | Mr. Pushpender Kumar Ms. Anupreet Kaur Mokha A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry Ramanujan International Journal of Business and Research e-crm customer loyalty banking industry regression analysis |
| title | A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry |
| title_full | A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry |
| title_fullStr | A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry |
| title_full_unstemmed | A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry |
| title_short | A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry |
| title_sort | study on relationship between electronic customer relationship management e crm and customer loyalty in the banking industry |
| topic | e-crm customer loyalty banking industry regression analysis |
| url | https://rijbr.in/1/article/view/224/187 |
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