The Influence of E-Customer Relationship Management on Customer Experience in E-Banking Service

Abstract

With a marketing environment in which the winds of change are intense due to technological developments, CRM based on modern technologies and the Internet has become an indispensable step to achieve the best response and build a superior customer experience among service organizations. Therefore, the study sought to provide an insight that reveals the importance of the influence and correlation relationship between E-CRM and the customer experience in the field of E-banking service. A structured questionnaire was used to survey a sample of 472 customers who use E-services in commercial banks operating within the administrative boundaries of Basra Governorate -Iraq. The results showed that E-CRM is an important variable in building an experience that the customer sees as distinct. The study recommended that banks should seek to employ networks or digital platforms as effective channels to achieve real rapprochement with customers and build an experience that the customer sees as wonderful.

The Influence of E-banking on the Financial Performance of Kenyan Commercial Banks

“…Regarding credit unions in Australia, studies found that internet banking was not an operating risk variable nor a performance enhancing tool [31]. Despite the introduction of technologies for service delivery lowering both staff and information technology costs after the first year of implementation [32,33], the case of Turkish banks reveal that after a period of two years since the introduction of internet banking services, overall profitability decreased as a result of increased competition and diminishing interest income [34,35] [36]. Financial performance on the other hand has various indices with the financial institutions in Kenya using profitability (sales, gross, net profit margin and earnings per share), liquidity (current and quick ratio), solvency (debt-to-equity and interest coverage ratio), efficiency (inventory turnover, accounts receivable and operating expense ratio) and valuation (price-to-earnings and price-to-book ratios) [37,38].…”

Customer Satisfaction Quality in Banking Sector

“…Therefore, customer satisfaction is a key factor to increase customer loyalty to the bank. Because when the bank provides services that meet the needs and requirements of the customer of high quality, they succeed in matching the expectations of the customer, the customer who feels satisfied with the direction of a particular service provided by a bank tends to continue and repeat the deals with it (Mosa, 2022).…”

Changing Nature of Customer Relationships in Organizations

“…The changing environment determines the manner in which customers relate with companies and products. Marketers take advantage of the recent technological developments and communication approaches to build closer customer relationships (Mosa, 2022). They aim to create deeper customer involvement and a sense of community surrounding a brand.…”