Impact of electronic customer relationship management in banking sector

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. This article proposed a framework that guides research based on banks, customers and markets issues. An exploration of 123 articles published in IJECRM was conducted to fit the model and see its future directions. Results indicated some deficiencies in the dimensions proposed in the framework when contrasting them to research dimensions concluded in the analysis of keywords. Research on service and customer side is attracting some research related to adopting e-CRM, and research on public relation dimension is also common. On the other hand, work on the regulations and market forces is not common and needs more calls. Finally, the marketing mix is common, where articles explored the 4 or 7 Ps, and the personalisation and customisation concepts.