Investigation of Relationship between E-Banking Industry Risks and Electronic Customer Relationship Management (E-CRM)

The advancement in ICT has forced banks into adopting electronic customer relationship management (e-CRM) to improve the relationship with customers in order to increase profits, achieve customer satisfaction and loyalty. The present research investigates the risks perceived by customers who have madepurchases from bank websites and their relationships with relational dimension have been specified. In terms of goal, this is an applied study and in terms of data gathering method, it is a descriptive survey. Moreover, it is a correlation study in terms of relationship between variables. Statistical population of the study includes customers who use bank websites in Guilan province. Questionnaires were used for data collection. Reliability and validity of the questionnaire was also investigated and confirmed. The questionnaires were distributed among 400 customers and finally 384 questionnaires were analyzed using correlation coefficient in SPSS and LISREL software packages. The results revealed that all perceived risks which were studied have relationship with customers' use of websites and successfulness of relational dimension of E-CRM. A negative beta coefficient demonstrated a negative relationship between customers' perceived risks and usage and successfulness of relational dimension of E-CRM.