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2014•Unpublished venueRequires access

The Relation between the Use of E-Customer Relation Management (E-CRM) and Customer Satisfaction of the Branches of Saderat Bank of Golestan Province

Malihe Amery, Ehsan Sadeh, Hossein Didehkhani

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Abstract

The aim of the present study is to investigate the relation between the use of e-CRM and the customer satisfaction and loyalty of branches of Saderat Bank of Golestan. The participants of this study include 384 individuals who were randomly selected. The participants completed the self-constructed questionnaire and it was analyzed through structural equation method. The findings showed meaningful positive relation between e-CRM and customer satisfaction and loyalty of the branches of Saderat bank of Golestan. Furthermore, there was meaningful positive relation between customer satisfaction and loyalty of the branches of Saderat bank of Golestan province. The results recommend that banks should consider some facilities to attract customer satisfaction and they can use e-CRM in this regard.

About this research paper

What this paper is about

The aim of the present study is to investigate the relation between the use of e-CRM and the customer satisfaction and loyalty of branches of Saderat Bank of Golestan. The participants of this study include 384 individuals who were randomly selected. The participants completed the self-constructed questionnaire and it was analyzed through structural equation method. The findings showed meaningful positive relation between e-CRM and customer satisfaction and loyalty of the branches of Saderat bank of Golestan. Furthermore, there was meaningful positive relation between customer satisfaction and loyalty of the branches of Saderat bank of Golestan province. The results recommend that banks should consider some facilities to attract customer satisfaction and they can use e-CRM in this regard.

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Available abstract

The aim of the present study is to investigate the relation between the use of e-CRM and the customer satisfaction and loyalty of branches of Saderat Bank of Golestan. The participants of this study include 384 individuals who were randomly selected. The participants completed the self-constructed questionnaire and it was analyzed through structural equation method. The findings showed meaningful positive relation between e-CRM and customer satisfaction and loyalty of the branches of Saderat bank of Golestan. Furthermore, there was meaningful positive relation between customer satisfaction and loyalty of the branches of Saderat bank of Golestan province. The results recommend that banks should consider some facilities to attract customer satisfaction and they can use e-CRM in this regard.

Key concepts: Customer satisfaction, Loyalty, Loyalty business model, Customer relationship management, Relation (database), Marketing, Business, Psychology

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