Modeling the effectiveness of electronic customer relationship management (E-CRM) systems: empirical evidence from Pakistan

Abstract

The purpose of this study is to find the relationship of service quality, loyalty, trust employee satisfaction and technology acceptance with the effectiveness of electronic customer relationship management. Organizations are introducing internet based technology to make their business convenient for the existing as well as potential customers and through their feedback also manage their performance. The research was conducted in the banking sector of Pakistan and data was collected from over 500 employees and customers including the top five banks of the country. The findings showed that only service quality and loyalty were the significant predictors of E_CRM system effectiveness. It is anticipated that results of this study will not only expand the scope of study for researchers at the academic level, but also may make policy makers and managers to realize the significance of E-CRM. Its implementation will ultimately result in achieving the higher level of customer satisfaction which is imperative in banking sector. Modelando a efetividade dos sistemas de gerenciamento eletrônico de relacionamento com clientes (E-CRM): evidências empíricas doPaquistão Resumo O objetivo deste estudo é encontrar a relação de qualidade de serviço, lealdade, confiança na satisfação do empregado e aceitação da tecnologia com a eficácia da gestão eletrônica do relacionamento com o cliente. As organizações estão introduzindo a tecnologia baseada na Internet para tornar seus negócios mais convenientes para os clientes existentes e potenciais e, por meio de seus comentários, também gerenciam seu desempenho. A pesquisa foi realizada no setor bancário do Paquistão e os dados foram coletados de mais de 500 funcionários e clientes, incluindo os cinco principais bancos do país. Os resultados mostraram que apenas a qualidade e a lealdade do serviço foram os preditores significativos da eficácia do sistema e-CRM. Prevêse que os resultados deste estudo não só ampliem o escopo do estudo para pesquisadores no nível acadêmico, mas também possam fazer com que formuladores de políticas e gerentes percebam o significado do e-CRM. Sua implementação resultará, em última análise, em alcançar o nível mais alto de satisfação do cliente, o que é imperativo no setor bancário. Palavras-chave: E-CRM; Lealdade do consumidor; Satisfação do empregado; Qualidade de serviço; Confiar em;Modelado de la efectividad de los sistemas electrónicos de gestión de la relación con el cliente (E-CRM): evidencia empírica de Pakistán ResumenEl propósito de este estudio es encontrar la relación entre la calidad del servicio, la lealtad, la confianza de los empleados y la aceptación de la tecnología con la efectividad de la gestión electrónica de las relaciones con los clientes. Las organizaciones están introduciendo tecnología basada en Internet para hacer que su negocio sea conveniente para los clientes existentes y potenciales y, a través de sus comentarios, también gestionan su rendimiento. La investigación se realizó en el sector bancario de Pakistán y se recopilaron datos ...

A Study on Relationship Between Electronic Customer Relationship Management (E-CRM) and Customer Loyalty in the Banking Industry

“…Tariq, Jamil, Ahmad & Ramayah (2019) studied the relationship between the effectiveness of E-CRM (measured by interpersonal communication, perceived rewards and electronic direct mail) with customer loyalty and advocated that the customer tend to be loyal to their banks when they are equipped with the proper employment of E-CRM services. Rashwan, Mansi & Hassan (2019) also opined that appropriate implementation of E-CRM services (measured by expected security and convenience) will help the customers to transact more with their banks which will further lead to a profitable customer base, thereby increasing the financial performance of the banks.…”

“…Cashless payments are most preferred by the customer nowadays which give them the liberty to do transaction anytime anywhere which increase the satisfaction of the customers. As it will make it easier for customers to make purchases using their preferred payment method (Tariq et al, 2019), the loyalty of the customer increases. Therefore, to examine the relationship between alternative payment methods on the level of customer loyalty, the third hypothesis is: Chuang et al, (2012) argued that when the customer complaints are resolved quickly, it increases customer trust and leads to customer satisfaction and loyalty.…”

Comparative study of customer relationship management (CRM) and electronic customer relationship management (E-CRM)

“…In a paper conducted by Tariq et al (2019) entitled "Modeling the effectiveness of electronic customer relationship management (E-CRM)". The study aims at finding the relationship of service quality, loyalty, trust employee satisfaction, and technology acceptance with the effectiveness of electronic customer relationship management.…”

A Digital Model Assessing the Impact of Customer Experience on Profits

“…За останні 20 років впровадження концепції клієнтського досвіду дослідженню оцінки її ефективності свої праці присвятили: Berraies S., Chtioui R., Charher M. [1], Farooqi R., Raza Kh. [2], Hair J. F., Black B., Babin B., Anderson R. E., Tatham R. L. [3], Kotler P., Keller K. L. [4], Mithas S., Almirall D., Krishnan M. S. [5], Padmavathy C. [6], Rigby D. K., Reichheld F. F., Sasser P. [7], Saxena N., Taneja M. [8], Simanjuntak E. R., Firmanzah, Balqiah T. E., Pawitra T. [9], Bonanno S. [10], Tariq M., Jamil A., Ahmad M. S., Ramayah T. [11], Білявський В. М. [12], Кочубей Д. В., Григоренко Т. М.…”

“…Дослідження, проведене в банківському секторі Пакистану на основі зібраних від понад 500 співробітників і клієнтів даних, включаючи п'ятірку найбільших банків країни, свідчить про те, що лише якість та лояльність до банківських послуг були важливими предикторами ефективності системи CRM [11].…”