ISSN: 2225-8329
Open access
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.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channel. Journal of Marketing Research, 29, 18–34.
Anton, J., & Hoeck, M. (2002). E-Business customer service. Santa Monica, CA: Anton.
Barnes, J. G. (2001). Secrets of customer relationship management: It's all about how you make them feel. New York, NY: McGraw-Hill.
Berry, L. L. (1995). Relationship marketing of services — Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236–245.
Boonajsevee, B. (2005). Relationship marketing: Loyalty intentions in new era of Thai Bank Marketing (Unpublished doctoral dissertation). Nova Southern University, United State.
Bradshaw, D., & Brash, C. (2001). Managing customer relationships in the e-business world: How to personalize computer relationships for increased profitability.International Journal of Retail and Distribution Management, 29(5), 520–529.
Chadwick, E. F., McHardy, P., & Wiesenhofer, H. (2002). Online customer relationships in the European Financial Services Sector: A cross-country investigation. Journal of Financial Services Marketing, 6(4), 333–345.
Chen, Q., & Chen, H. M. (2004). Exploring the success factors of eCRM strategies in practice. Database Marketing & Customer Strategy Management, 11(4), 333–343.
Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling—An interpersonal influence perspective. The Journal of Marketing, 52, 21–34.
Czepiel, J. A. (1990). Service encounters and service relationships: Implication for research. Journal of Business Research, 20, 13–21.
Dorsch, M. J., Swanson, S. R., & Kelley, S. W. (1998). The role of relationship quality in the stratification of vendors as perceived by customers. Journal of the Academy of Marketing Science, 26(2), 128–142.
Dyche, J. (2001). The CRM handbook: A business guide to customer relationship management. Boston: Addison-Wesley.
Feinberg, R., & Kadam, R. (2002). E-CRM Web service attributes as determinants of customer satisfaction with retail Web sites. International Journal of Service Industry Management, 13(5), 432–451.
Fjermestad, J., & Romano, N. C., Jr. (2003). Electronic customer relationship management: Revisiting the general principles of usability and resistance — An integrative implementation framework. Business Process Management Journal, 9(5), 572–591.
Foss, B., & Slone, M. (2002). CRM in financial services: A practical guide to making customer relationship management work. : Kogan Page August.
Goodhue, D. L., Wixom, B. H., & Watson, H. J. (2002). Realizing business benefits through CRM: Hitting the right target in the right way. MIS Quarterly Executive, 1, 79–94.
Guenzi, P., & Pelloni, O. (2004). The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider. International Journal of Service Industry Management, 15, 365–384.
Gundlack, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. The Journal of Marketing, 59, 78–92.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th edition). U.S.A: Pearson Education International.
Healy, M., & Perry, C. (2000). Comprehensive criteria to judge validity and reliability of qualitative research within the realism paradigm. Qualitative Market Research, 3, 118–126.
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(18), 737–764.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230–247.
Jarvelin, A., & Lehtinen, U. (1996). Relationship quality in business-to-business service context. In B. B. Edvardsson, S. W. Johnston, & E. E. Scheuing (Eds.), Advancing Service Quality: A Global Perspective, Warwick (pp. 243–254).
Jutla, D., Craig, J., & Bodorik, P. (2001). Enabling and measuring electronic customer relationship management readiness. Proceedings of the 34th Hawaii International Conference on System Sciences.
Kennedy. (2006). Electronic Customer Relationship Management (eCRM): Opportunities and challenges in a digital world. Irish Marketing Survy, 18.
Khalifa, M., & Shen, N. (2005). Effects of Electronic Customer Relationship Management on customer satisfaction: A temporal model. Proceedings of the 38th Hawaii International Conference on System Sciences.
Kim, J., Suh, E., & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing, 17(2), 5–19.
Kim, W. G., Lee, Y. K., & Yoo, Y. J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality and Tourism Research, 30(2), 143–169.
Kincaid, J. W. (2003). Customer Relationship Management: Getting it right! Upper Saddle River, NJ: Prentice-Hall PTR.
Kinilo?lu, H., & Zarali, H. (2008). What signifies success in e-CRM? Marketing Intelligent and Planning, 27(2), 246–267.
Kos, A. J., Sockel, H. M., & Falk, L. K. (2001). Customer relationship management opportunities. January–March. The Ohio CPA Journal, 55–57.
Kotler, P., & Armstrong, G. (2004). Principles of marketing (10th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Lai, S. F., Hsiao, Y. C., Yang, Y. F., Huang, Y. C., & Lee, I. C. (2009). The mediating influence of service quality satisfaction and information trust on the e-CRM process model: An empirical bank marketing research. Journal of American Academy of Business, Cambridge, 15(1).
Lang, B., & Colgate, M. (2003). Relationship quality, on-line banking and the information technology gap. International Journal of Bank Marketing, 21(1), 29–37.
Lemon, K. N., & Rust, R. T. (2001). E-service and the consumer. International Journal of Electronic Commerce, 5, 85–101.
Lindgreen, A., & Antioco, M. (2005). Customer relationship management: The case of a European bank. Marketing Intelligence & Planning, 23, 136–154.
Max, S. S. (2004). The essence of e-CRM. Des Plaines, 38, 59–61.
Maxwell, J. A. (1996). Qualitative research design. Newbury Park, CA: Sage.
Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: Partnership attributes, communication behaviour, and conflict resolution techniques. Strategic Management Journal, 15(2), 135–152.
40. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29, 314–328.
Nykamp, M. (2001). The customer differential: The complete guide to implementing customer relationship management. American Management Association: Amacom.
Pan, S. L., & Lee, J. N. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM, 46, 95–99.
Pan, S. L. (2005). Customer perspective of CRM systems: A focus group study. International Journal of Enterprise Information Systems, 1, 65–88.
Parvatiyar, A., & Sheth, J. N. (2001). Customer relationship management: Emerging practice, process, and discipline. Journal of Economic and Social Research, 3(2), 1–34.
Peppard, J. (2000). Customer relationship management in financial services. European Management Journal, 18, 312–327.
Peppers, D., & Rogers, M. (1993). A new marketing paradigm: Share of customer, not market share. Strategy & Leadership, 23(2), 14–18.
Roloff, M. E., & Miller, G. R. (1987). Interpersonal processes: New directions in communication research. London: Sage.
Scanzoni, J. (1979). Social exchange and behavioral interdependence. In R. L. Burgess & T.L. Huston (Eds.), Social Exchange in Developing Relationships. New York: Academic Press.
Scullin, S. S., & Fjermestad, N. C., Jr. (2004). E-relationship marketing: Changes in traditional marketing as an outcome of electronic customer relationship management. Journal of Enterprise Information Management, 17, 410–415. Sheng, Y. P. (2002). A business model and framework for electronic customer relationship management. Proceedings of the 8th AMCIS Conference.
Shenwell, D. J., & Yavas, U. (1998). Seven best practices for creating a sales culture: Transitioning from an internally-focused, transaction-oriented culture to a customer-focused, sale-orientated culture. International Journal of Bank Marketing, 16, 293–298.
Sin, L. Y. M., Tse, A. C. B., & Yim, F. H. K. (2005). CRM: Conceptualization and scale development. European Journal of Marketing, 39, 1264–1290.
Singh, S., Chhatwal, S. S., Yahyabhoy, T. M., & Yeo, C. H. (2002). Dynamics of innovation in E-banking. ECISPoland: Gdansk June 6–8.
Storbacka, K., Strandvik, T., & Grönroos, C. (1994). Managing customer relationship for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21–38.
Swift, R. S. (2001). Accelerating customer relationships using CRM and relationship technologies. Upper Saddle River, NJ: Prentice-Hall PTR
Wetzels, M., Ruyter, K., & Birgelen, M. (1998). Marketing service relationships: The role of commitment. The Journal of Business and Industrial Marketing, 13, 406–423.
Wilson, H., Elizabeth, D., & Malcolm, M. (2002). Factors for success in Customer Relationship Management (CRM) systems. Journal of Marketing Management, 18, 193–219.
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34–50.
In-Text Citation: (Maroofi et al., 2012)
To Cite this Article: Maroofi, F., Darabi, A., & Torabi, J. (2012). Effects of e-CRM on Customer–Bank Relationship Quality and Results. International Journal of Academic Research in Accounting Finance and Management Sciences, 2(3), 148–168.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode