The effects of e-CRM on customer-bank relationship: the case of Thailand

This research examines and measures the outcomes of implementing an electronic customer relationship management (e-CRM) system in the Thai banking industry in terms of customers’ perspectives. Because customers cannot directly perceive most e-CRM implementations, a literature review and interviews with experts in the Thai banking industry were used to develop a new construct called ‘customer-based service attributes’ to measure e-CRM outcomes from customers’ perspectives. A full-scale field survey of 684 customers of Thai commercial banks was then conducted. A service attribute model and a model that combined relationship quality and outcomes were constructed, and their validity and reliability were confirmed. The result shows that overall customer-bank relationship quality, trust, and satisfaction have a statistically significant correlation to e-CRM implementation. A multiple linear regression analysis demonstrates that age, occupation, home location, frequency of bank branch use, and income influence both the customer-bank relationship quality and the outcomes of e-CRM implementation.