A Conceptual Framework Illustrating the Effects of E-CRM on Customer Loyalty

Abstract

Customer relationship management (CRM) is recognized as a business strategy to identify the most profitable customers in the banking industry and to devote time and attention to gain their loyalty. The purpose of this chapter is to propose a conceptual framework representing sub-factors of electronic customer relationship management (e-CRM) and customer loyalty as a base model to examine the effect of e-CRM on customer loyalty. E-CRM is a well-structured and systematized process of CRM that automatizes processes of marketing, sales, and customer service. This study helps us to have a better understanding of the role of e-CRM in customer loyalty in Tejarat Bank. The main focus is on e-CRM including factors such as e-banking, customer support, security, and additional services.