Evaluation of the effects of e-CRM on customer loyalty (case study: Esfahan Branch's of Sepah Bank)

Abstract

In today's competitive world, success is very close relationship with customer loyalty towards the organization.In several studies have shown that increased communication with clients and maintaining relationships with themwill eventually pave the way to customer satisfaction and 10yalty;Especially commercial and service organizations such as banks seeking major improvements in the way of their progress and customers are the main driving of these organizations. Loyalty maybe the one of most important structures in the marketing, Because of its ultimate effect on repurchase behavior of customers. However, with the increasing development and the emergence of new technologies in the context of the Internet, it is important to communicate with customers through modern methods and also with spending less time and money to be made on both sides.Given the importance of the issues raised, this study is designed to explore the impact of electronic customer relationship management (e-CRM) on customer loyalty. The purpose of the study is practical; and in terms of methodology is cross-correlation. The population of this research is the customers of Sepah Bank in Isfahan city branches.

Modeling the effectiveness of electronic customer relationship management (E-CRM) systems: empirical evidence from Pakistan

“…E-CRM is handful in adding up value to the entire process of buying and selling of an organization, as it satisfies the diverse needs and wants of customers more efficiently than its competitors and thus makes them happy and loyal with the organization. Ultimately, organizations not only upsurge their revenue but also their business starts flourishing through the implementation of newfangled tools of E-CRM (Salehi, Kheyrmand, & Faraghian, 2015).Considering the above, E-CRM becomes extremely important especially in banking sector (Singh & Jain, 2017).Therefore, the purpose of this study is to find the relationship between service quality, loyalty and trust on the effectiveness of electronic customer relationship management in Pakistani banking industry.…”

The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study

“…Some researchers (Ata and Toker, 2012; Azila and Noor, 2011; Salehi et al, 2015) have suggested that numerous business benefits accrue from the implementation of e-CRM, which enhances customer satisfaction and loyalty. In the light of the aforementioned, this paper explores how commercial banks may use technology and e-CRM to manage customer relationships and achieve customer loyalty.…”

“…CRM is vital to service quality and a quick response to market changes (Jamali, Moshabaki, Aramoon and Alimohammadi, 2013). Due to technological advances, the use of e-CRM as a marketing paradigm is increasing (Bahrami, Ghorbani and Arabzad, 2012; Thuo, Kibera, K'Obonyo and Wainaina, 2011), and it is used as a strategy to enhance organizational flexibility (Dubihlela and E-CRM is defined as 'technology-centred' relationship marketing and ensuing advantages, incorporating traditional customer relationship management (CRM) tactics and e-business market place applications used by an organization to maintain customer relations (Dubihlela and Khosa, 2014; Harrigan, Ramsey and Ibbotson, 2012; Keshvari, 2012; KimSoon and Zulkifli, 2012; Salehi et al, 2015). Webbased technologies use the Internet to enable organizations to attract new customers, analyze their preferences and behaviors, customize support services while increasing services and value benefits, retain customers, and craft tactics to encourage loyalty (Ata and Toker, 2012).…”

Business Intelligence in the Database Marketing – A Case Study of a German Insurance Company

“…Although there is a large body of literature on BI's methods, tools, impact, success factors, etc., surprisingly little is known about how companies are actually drawing on BI in their day-to-day CRM. While there are studies that look into the application of BI in banks' CRM activities [e.g., 7,8], no study that we are aware of deals specifically with the usage of BI in database marketing processes. Likewise, knowledge about insurance companies' BI practices in CRM is sparse, despite the fact that the companies strongly depend on data analyses in order to offer their highly complex and individual products.…”