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

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.