An empirical investigation on the effects of electronic banking on key customer relationship management

• Main Authors: Kazem Chavoshi, Ali Ramezanzadeh, Sohrab Ahmadvand, Kianoush Nazari Amaleh, Behnam Rezaei
• Format: Article
• Language: English
• Published: Growing Science 2013-12-01
• Series: Management Science Letters
• Subjects: ATM; CRM; Electronic banking (e-banking); Internet banking; Mobile banking; Telephone banking
• Online Access: http://www.growingscience.com/msl/Vol3/msl_2013_328.pdf

In recent years, there has been good progress on information and communication technology influencing businesses with a new emerging concept called customer relationship management (CRM) and it has made significant changes in electronic banking. The primary objective of this paper is to survey electronic banking effects on key CRM components in one of Iranian banks in city of Tehran, Iran. The survey designs a questionnaire and distributes it among some experts in one of selected regions and the results are verified based on t-student and Freedman tests. Results show that all electronic banking services influence on CRM. In addition, that there are no significant differences among effects of electronic services on CRM but each CRM component has different effects on electronic services. In fact, according to freedman test, improving customer relationship process is the most important factor followed by providing appropriate service for each customer, providing appropriate service on appropriate time for each customer and providing appropriate service by appropriate channel for each customer.