ISSN: 2222-6990
Open access
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.
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In-Text Citation: (Raafat Awad Mosa, 2022)
To Cite this Article: Raafat Awad Mosa. (2022). The Influence of E-Customer Relationship Management on Customer Experience in E-Banking Service. International Journal of Academic Research in Business and Social Sciences, 12(2), 193–215.
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