The impact of the E- CRM (expected security and convenience of website design) on E- loyalty field study on commercial banks

Abstract

This study aimed to investigate the micro-linkages between electronic customer relationship management (E-CRM) and electronic loyalty of customers, through electronic banking satisfaction as a mediator variable. specifically, the neglected roles for expected security, convenience of website design. To achieve the objectives of the study, four basic hypotheses were formulated, it's were tested using preliminary data collected through the survey list, Data was collected by a convenience sample, the sample of study consisted of (370) customer who representative of the community of customers of Egyptian commercial banks who dealing electronically, Data analysis and hypothesis testing have been depended on use methods of a structural equation modeling, confirmatory factor analysis, path analysis, and direct and indirect analysis by using the Bootstrap method, The study found a significant correlation between the dimensions of the E-CRM (expected security) and The intentions of repeat e-dealing and providing customers positive words to others, A significant correlation was found between the convenience of website design and providing customers positive words to others. While there is no significant relationship between convenience of website design and intentions of repeat e-dealing. And the electronic banking satisfaction does not play the role of mediator in influencing the relationship between E-CRM dimensions (expected security) and providing positive words to others, and the intentions to repeats electronic transactions. So, Managers are likely to increase customer's loyalty by providing technological protection mechanisms for electronic banking transactions and enhance convenience requirements on the website in terms of ease of use and immediate customer problem solving, predisposing positively Customer's attitudes towards the banks.

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. Sokmen & Bas (2019) investigated the impact of E-CRM measured by perceived transactions and rewards) on the loyalty of the customer in the context of the airlines industry and revealed that E-CRM technology positively leads to customer loyalty as customers are provided with personalized transactions and interactions which increases their satisfaction level, thus leading to customer loyalty.…”

“…When the customers are provided with the freedom of choosing their products and services, it increases their loyalty (Alhaiou et al, 2012). Loyal customers are more likely to stay and continue to engage in their bank's services whereas dissatisfied customers will switch to other banks' services (Rashwan et al, 2019). Customized products and/or services are defined as the "degree to which customers are free to customize their products and/or services that best suit their needs and wants" (Feinberg, Kadam, Hokama & Kim, 2002).…”

“…Among all the six dimensions of E-CRM, it is found that 'Online feedback' has the highest impact on explaining customer loyalty whereas 'FAQs' have the lowest impact on customer loyalty. When customers can share their feelings with their banks, they tend to be loyal and satisfied (Rashwan et al, 2019). Mulyono & Situmorang (2018) also stated that customers are loyal when their banks value them and consider their reviews or feedback to improve their services.…”

“…Online feedback is described as the "degree to which customers are able to provide feedback on any of the products or services of the companies" (Abdulfattah, 2012). When customers can share their feelings with their banks, they tend to be loyal and satisfied (Rashwan et al, 2019). Mulyono & Situmorang (2018) also stated that customers are loyal when their banks value them and consider their reviews or feedback to improve their services.…”

“…e FAQs: Mousavai et al, (2015) revealed that the customers found it useful when they see the list of questions and answers which are available on the bank's website or mobile portals. Nowadays, customers want to be selfdependent than to approach their service provider every time (Rashwan et al, 2019). FAQs are characterized as the "degree to which the companies provide questions and answers about various topics to help customers find solutions to some of their concerns or doubts while carrying out transactions" (Ahmad, 2009).…”