International Academic

International Academic Institute Journal of

for Science and Technology Organizational Behavior
and
International Academic Journal of Organizational Behavior and
Human Resource Management
Human Resource
Vol. 4, No. 2, 2017, pp. 12-22. Management
ISSN 2454-2210
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The Role of e-CRM in the Quality of Customer-Bank

Relationship
Malek Dalir1*, Mohsen Entezari Zarch2, Rana Aghajanzadeh3, Shahin Eshghi4
1
Assistant Professor of Public Administration, Tehran Gharb center, Payam Noor University, Tehran, Iran
2,3,4
Graduate student of Public Administration, Tehran Gharb center, Payam Noor University, Tehran, Iran

Abstract
Knowing that the customer is the bank's intangible assets and survival of this industry depends on maintaining a
more stable long-term relationship with its valued customers. This study aims to examine the results of the
electronic customer relationship management systems, to maintain and strengthen the relationship between
banks and customers. Also the benefits that obtain from establishing system will be discussed. Thus, after a
review of the literature and history of literature in the field of e-banking and e-CRM and customer service
oriented and quality of service, and the various components of the structure, as a customer based service
attribute and relationship quality and outcome targets of the study was determined after the approval criteria
using confirmatory factor analysis model of the structure was considered. The questionnaire was designed to test
the validity and reliability, confirming the results of its analysis based on structural equation modeling (SEM),
using software AMOS19 showed a significant positive correlation between the deployment of e-CRM and
customer based service attribute and relationship quality and outcome of each component of the structure there.

Keywords: Electronic customer relationship management; e-banking; customer based service attribute;
relationship quality; relationship outcome; SEM.

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INTRODUCTION
Along with advances in information technology, in recent decades, dramatic changes in service industries, has
been created, which is expected that the growth will continue in future. Knowing that the customer is the bank's
intangible assets and survival of this industry depends on maintaining a more stable long-term relationship with
its valued customers. The need for customer orientation and attention to their needs and demands, and provide
better and more customer service, has been more important.
On the other hand, by expanding of people knowledge, their expectations are always increasing. And given to
the human tendency for easier use of the facility, they search to obtain more benefits and better service and
easier access to services that provided by the service firms. This has led to a highly competitive business
environment arise. That the industry will have to constantly In the rush to measure and evaluate their
management practices, and applying modern methods of management, education and training to be competitive
in this environment, survive and grow.
One of the main arguments used by management in this complex competitive situation is the successful
deployment of customer relationship management (CRM) systems and its electronic version in an organization
or industry that can provide significant benefits and advantages for customers to encourage them to maintain
long term relationship and with greater satisfaction with the their banks that due that firms cans ensure loyalty
and support from customers.
So, it is important for industry, particularly service firms, to have full knowledge of CRM and e-CRM subject
and outcome of customer relationship management implementation.

1. Research background

2.1. Reviewing CRM and e-CRM

According to the literature review of research, there is several definition of customer relationship management,
that I mentioned a few of them.
Definition of CRM and e-CRM Researcher
Functional and creative design to help organizations optimize their contact with
customers, Suppliers or potential customers through various ways such as telephone Wixom and
calls, dealer, distributor, warehousing, offices, Web or e-mail with the aim to attract Watson[1]
and retain customers or sell more
Structure that draws the customer value, increased it, and encourages valuable Dyche[2]
customers to remain loyal.
To understanding and fulfilling the customer’s need, e-CRM by applying Information Reponen,
Technology, integrate internal organization resources and external marketing that this Tapio[3]
collaboration can be more efficient to communicate with customers. .
Electronic customer relationship management is as part of the concept of e-business Kotler[4]
which by Using electronic tools and technology enables companies and organizations
to serve to customers, more accurate and faster service at every time and wider area
with less cost, and also by this way, services will be customized and proprietary.
Combine Software with practice management for customer service from order to after Wright, Stone
sales service. and Abbot [5]

Managerial efforts to manage business interactions with customers through a Kim,Suh and
combination of technology and business processes that are seeking to understand the Hwang[6]
customers.

Customer relationship management (CRM) is composed a set of processes that supporting business strategy to
make long term and profitable relationships with valued customers [7]. Customer data and information
technology (IT) are the main infrastructure of any successful CRM strategy that be made based on these two.
Moreover, the quick growth of the Internet and information technologies has largely increased the opportunities
for improve marketing and has changed the way relationships between companies and their customers [8].
E-CRM systems support all ways of the communication with the customer contain of sales, delivery and after
sales service. E-CRM system support email, online marketing, online purchase, online banking, interaction chat,
personalize and customize service, create customer profiles, automatic response and help.[9]

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According to [10], customer are satisfied and appreciated of faster transaction by e-CRM features and electronic
replay to customer questions, delivery notification and information of payment by e-mails or automatic
responses.
Also, Dyche [2] consider two subsystems for CRM system as: Operational including all ways of customer
contact with firms and Analytical focuses on Process, storage, extraction, customer behavior interpretation and
reporting of customer data. And Reponen [3] also added another component to this two and consider three e-
CRM strategy components: Analytical, operational and collaborative.

2.2. E-CRM in the bank industry

In the past few years there have a tight focus for using the CRM system in the banking and also expected that
this technology to be used more in future.
Customer relationship management in banks can achieved by creating and maintaining a personal relationship
with the bank's profitable customers through the customer accounts, with appropriate use of information and
communication technology, process monitoring, customer management and data evaluation.
By using CRM system in the bank industry, they can gain awareness of customer behavior and Identify valuable
customers and focus on the value of those [11].
Most banks in the world are implementing the e-CRM techniques to achieve the following objectives:
1. Provide better customer service
2. Identify the specific values of each sector of the market and customers.
3. Divided into different market segments and improve the relationship with target customers.
4. Increased revenue from service fees.
5. Increase customer satisfaction and loyalty.
6. Raise rates to attract customers
7. Creating word of mouth advertising
8. Increasing effectiveness and customer classification
And also, according to Foss [12], most financial services industries are the following reasons to use CRM:
1. Creating consumer-centric culture;
2. Securing customer relationships;
3. Maximizing customer profitability;
4. Efforts to allocate resources on valuable group of customers

2.3. E-CRM benefits to customers

What is the value for the customer is what the customer gets and understands which can, to point to the
following:
1. interaction with customers
2. satisfaction
3. convenience
4. speed of processing the transaction
5. e-response
6. service quality
7. trust
8. contact anywhere and anytime
9. Timely access to accurate information and ect.
2.4. Relationship quality and relationship outcome
By reviewing several studies done in relationship quality field, they provide us with a number of major
constructs of relation quality.
Previously, Crosby et al [13] proposed two constructs in his study: trust and satisfaction. These two structures
are also in many other studies, were considered important constructs of relationship quality.
Another component of relationship quality from major studies on relationship quality that have been identified is
commitment. Morgan and Hunt [14] consider a construct composed of two dimensions: Trust and Commitment.
The relation outcome is mainly constructed according to following components that they pointed in several
studies. Petersen [16], and Reochheld and Schefter [17], Mentioned Loyalty is an important construct to manage
profitability for a firm. And also many researchers pointed to retention [15], [16].
And finally willingness to recommend is the most common component of relationship outcomes that found in
previous studies. The mentioned constructs, were considered in these research as quality relationship and
relationship outcome structure. That in this research was considered as the measurement model.
Generalizing, Customer relation quality is described as benefit that the customers expect to gain from his
relationship with the firm, based on his past experience.
Overall, the most dimensions of relationship quality that previous researches suggest frequently in the service
and product environment are trust, satisfaction, and commitment.
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So, the CRM system can maximize these perceptions by increase customer relationship quality.

2.4.1. Trust
Trust, is an important relationship quality structure, that most of relationship models considered it. Research
showed [18], [19], a high level of trust is vital to create and maintain a positive long-term relationship.
State that ,There are two type of trust: 1) trust in honesty that based on the belief that someone will doing her/his
role effectively 2)trust in benevolence based on the customer confidence that a firm Use all their efforts to
provide customer convenience and welfare.[ 20][21]

2.4.2. Customer satisfaction

In many previous studies, satisfaction has been considered one of the major factors of relationship quality [22],
[15].
Customer satisfaction is generally described, as fully fulfill customer expectations. Customer satisfaction,
defined as customer’s mental feeling or tendency of a product or service after his or her used from comparison
between their expectation and the actual experience [23] [24].
In the study of [15], authors showed that Satisfaction have significant effects on Customer retention, loyalty and
profitability.

2.4.3. Commitment
The concept of commitment has been widely accepted among researchers as a strong predictor variable .and it is
a major characteristic of relationship marketing models [25].
Morgan & Hunt [14] describe commitment as a major term of relation quality. And define it as a belief that
close relationship with a partner is a Valuable effort to keep and maintain it.

2.4.4. Loyalty
Loyalty is a strong commitment to purchase a product or a better service in the future however the efforts of its
competitors [26].
Firms can maximize their profits with their loyal customers. They willing to purchase more frequently,
repurchase intention, recommend their experience of using of products and services to their friends and relatives
and give companies suggestions [27].

2.4.5. Customer retention

Organizations knowing that, existing customers are more profitable than new customers, because create a new
customer is costlier than maintaining an existing customer relationship. And also cross and up selling of a
product or encouraged to use the service of firms to existing customers is less expensive [27].
And whatever the expectations of customers to be closer than receiving services from the company customer
retention would be maximized. [28], [29].

2.4.6. Willingness to recommend

Willingness to recommend is a Scale related to customer satisfaction. Due to customer satisfaction and their
Positive vision from previous experience of using the service or product, Customers may wish to recommend to
others, increased that this is highly effective for marketing. [30].

2.5. Customer based service attributes

By review the previous studies, [25],[ 31],identified that, customer based service attribute constructs are the
ways that customer’s recognized their main banks e-CRM effected to e-CRM implementation and better
outcome to customers. Following three components were the main features that were used in the research ahead.

2.5.1. Information
Information quality refers to whether the information through customer service staff and the financial
Institution’s Web site, or electronic services is comprehensive, accurate, true, correct and up to date. [ 32]

2.5.2. Convenience
In the Internet age, when the customer access to various goods and services, when customers need to
convenience not be satisfied, they will certainly seek new levels of service. and will choose only that level of
service Institutions that can provide Higher and better quality services including fast and efficient contact points
Call centers, ATM, responsive systems, operation hours, location of the bank, Internet banking and easier access
to branches, ambience of the banks, etc. [33], [34] .

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Location, if helps the customer to reduce their travel costs and time is also considered a large impact of
convenience [35].

2.5.3. Communication channel

Nowadays Customers expect to shop and get one stop customer service through multiple communication
channels, such as the telephone, their cell phone, ATM, Web text chat, electronic mail, and the Web. in 24
Hours,7Days of week from anywhere. [31]

2.6. Objectives of the present study

This study attempts to understand the perception and attitude of Iranian customers and the benefits that
customers can get, from their bank’s e-CRM implementation from their perspective.

3. Research questions and hypotheses

In this study we sought to investigate the following research questions:
Question 1: what benefits can customers get, from their bank’s e-CRM implementation?
Question 2: does e-CRM have a positive effect on the quality and outcome of customer-bank relationship?
The following research hypotheses were developed by the research questions as follows:
H1: e-CRM implementation has a significantly positive relationship with customer based service attributes.
H1 a: e-CRM implementation has a significantly positive relationship with information received by the
customer.
H1b: e-CRM implementation has a significantly positive relationship with customer convenience.
H1c: e-CRM implementation has a significantly positive relationship with customer communication channel.
H2: e-CRM implementation has a significantly positive relationship with the quality and outcome of customer-
bank relationship.
H2a: e-CRM implementation has a significantly positive relationship with customer trust.
H2b: e-CRM implementation has a significantly positive relationship with customer satisfaction.
H2c: e-CRM implementation has a significantly positive relationship with customer commitment.
H2d: e-CRM implementation has a significantly positive relationship with customer loyalty.
H2e: e-CRM implementation has a significantly positive relationship with customer retention.
H2f: e-CRM implementation has a significantly positive relationship with willingness to recommend.

3.1. Research model and proposed hypothesis

The research analytical framework was prepared based on our research objectives and questions.

Fig. 1. The Research Analytical Model

3.2. Methodology
We began our research with the literature review to identify the major components of Customer based service
attribute and the most common components of relationship quality and outcomes in banking industry in Iran.
From the literature review, the main concepts and application of e-CRM collected and information about,
Iranian banks industry, e-CRM definitions, and e-CRM service activities in Iranian banks and measurement
clarified.

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4. Data analysis and results

To explore the constructs of customer based service attribute since were newly developed and relationship
quality and outcome, an exploratory factor analysis, conducted by applying a factor analysis using principal
component extraction and varimax rotation. the Kaiser-Meyer- Olkin (KMO) measure was 0.932 and the
Bartlett’s test was statistically significant(sig=0.000). according the factor score 13 item of customer based
service attributes organized into three groups that we called as information, convenience and communication
channel.
And 15 items of relationship quality and outcome organized into 6 groups that we called them as trust,
satisfaction, commitment, loyalty, retention, recommendation.
The reliability of data was tested with Cronbach’s Alpha coefficient to measure the internal consistency. The
result is 0.948, which shows the high credibility of internal structure design about the questionnaire. Moreover,
Cronbach’s alpha of each construct was calculated to check the measurement instrument’s reliability. It is
shown in table1.

Table 1. Factor loading and Cronbach’s of factors

Factor Variable Factor Coronbach’s
loading alpha
Information Info4 0.847 0.915
Info3 0.839
Info2 0.804
Info5 0.788
Info1 0.721
Info6 0.720
Convenience Conv3 0.756 0.851
Conv2 0.744
Conv1 0.738
Communication Channel2 0.807 0.889
Channel Channel3 0.796
Channel4 0.792
Channel1 0.766
Trust Trust1 0.767 0.746
Trust2 0.700
Satisfaction Satis4 0.822 0.857
Satis3 0.821
Satis2 0.559
Satis1 0.529
Commitment Commit1 0.749 0.843
Commit2 0.685
Retention Reten2 0.623 0.831
Reten1 0.564
Reten3 0.749 0.788
Loyalty Loyalty1 0.685
Loyalty2 0.564
Recommendation Rcommend2 0.749 0.884
Rcommend1 0.685

Based on the results of Reliability Analysis, questionnaires for the study contributions were finalized.
This questionnaire is consisting of two parts. The first part is respondent’s demographic data and their financial
electronic service usage. They showed in table 2 and 3.

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Table 2. Respondents’ demographic data

Item Measure Frequency Percent

Gender Male 137 51%
Female 134 49% Table 3. Electronic banking usage
Age Less than 20 13 5%
years 161 59%
20-30 years 68 25% Frequency of use Frequency Percent
30-40 years 14 5% Daily 53 20%
40-50 years 9 3% 2-3 times a week 95 35%
50-60 years 6 2% Once a week 44 16%
Education More than 60 56 20% 2-3 times a month 39 14%
years 107 39% Once a month 24 9%
Below 99 37% Less often 14 5%
undergraduate 9 3% never 2 1%
Undergraduate 77 28%
Occupation Master’s 28 10%
Degree 83 31%
Doctoral Degree 49 18%
Student 9 3%
Self-employed 25 9%
Private company
Government
staff
Retired
Other

And the second part is independent variables and dependent variable for researching model involves. The
second part is related to 28 observed variables contains 6 questions of information, 3 questions of convenience,
4 questions of Communication channel measured the customer based service attribute latent variable. 2
questions of trust,4 questions of satisfaction,3 questions of retention ,2 questions of commitment,2 questions of
recommendation measured the relationship quality and relationship outcome latent variable. This questionnaire
contains a total of 28 questions, according to the survey sampling, the sample size should be 5-10 times for each
questions [39], this release includes a total of 300 questionnaires, that collected by 150 handed out to bank’s
customer in front of 8 branches of the bank in Tehran, Iran. And 150 collected by e-mail and online surveys.
After weeding out ineffective and unqualified 29 questionnaires, 271 valid questionnaires were finally obtained.

The survey also showed (table 4), that the respondents are more familiar with electronic touch-points as ATM
and POS (almost 91%).and the highest percentage results in electronic channel usage showed that (35 %) of
respondents used electronic banking 2-3 times a week. only 1% of respondents never used electronic channel of
their banks. that these collected data promising that the electronic channel will more common among people and
after a few years. people shows more interest for using electronic channel instead of traditional financial
methods.
Table 4. Electronic channel usage

Channel Used/unused frequency percent

Telephone Used 79 29%
bank Unused 192 71%
Used 81 30%
Mobile bank Unused 190 70%
Used 199 73.5%
Internet Unused 72 26.5%
Used 245 91%
ATM/POS Unused 26 9%

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4.1. Construct validity/measurement model

To access the constructs validity, Using AMOS19 and confirmatory factor analysis (CFA) was applied. The
measurement models were evaluated for goodness of fit. The value required for an accepted model and the
model tested value are shown in table 5.
Table 5. Goodness of fit indices for the measurement models
Value
required

ECRM
1.671 0.954 0.901 0.921 0.047
Model

Note: CFI=Comparative fit index, NFI= Normed fit index, GFI=Goodness of fit index, RMSA=Root mean square
error of approximation

Composite reliability was issued to evaluate the reliability and convergent validity of each construct. From
result value in table 6 indicated the measurement models considered reliable.

Table 6. Composite reliability of proposed measurement models

2
Factor SE R Composite
loading reliability
Customer 0.86
service 0.696 0.085 0.485
Information (6 0.869 0.149 0.755
items) 0.726 0.132 0.527
Convenience 0.91
(3 item)
Channel (4 0.696 0.088 0.485
items) 0.839 0.089 0.703
Relationship 0.827 0.096 0.685
quality & 0.989 0.099 0.977
outcome 0.870 0.080 0.756
Trust (2 items) 0.695 0.099 0.483
Satisfaction (4
items)
Commitment
(2 items)
Loyalty (2
items)
Retention (3
items)
Recommend(2
items)

To test the hypotheses, SEM was used. The model was tested by AMOS 19, usuing a covariance matrix, and the
maximum likelihood estimation procedure. All fit indices of these structural model indicated a good fit and the
C.R (t-scores) were above 1.96: p≥0.05). [39]
The Path coefficient indicated that there were statistically significant direct effects of e-CRM implementation on
customer based service attribute and relationship quality and outcome, and significant and positive indirect
effect on all of the e-CRM service attribute and relationship quality and outcome constructs. They Show in table
7.

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Table 7. Path analysis for total effect results

Hypothesi Path R2 Path t-value Conclusion
s Coefficie
nt
H1 E crm C.B.S 0.485 0.457 **6,458 Support
H1a E C.B.S Info 0.755 0.318 **7.945 Support
H1b EC.B.SConvenience 0.527 0.397 **8.611 Support
H1c EC.B.SChannel 0.485 0.332 **7.945 Support
H2 EcrmR.Q&O 0.703 1.664 **7.035 Support
H2a ER.Q&Otrust 0.685 1.159 **8.513 Support
H2b ER.Q&OSatis 0.977 1.396 **10.433 Support
H2c 0.756 1.377 **10.263 Support
ER.Q&OCommit
H2d 0.497 1.645 **12.824 Support
ER.Q&Oloyalty
H2e 1.447 **12.824 Support
H2f ER.Q&ORetention Support
1.157 **10.671
ER.Q&ORcommend

E: e-CRM, C.B.S: Customer based service, R.Q&O: relationship Quality and outcome
(t ≥│ 1.96│), P-values: ** <0.01 ,* <0.05

5. Conclusion and implications

This research tried to found the outcomes and advantage of e-CRM implementation in the service industry from
the customer’s point of view. And after exploring the data analysis, the result of this study, can answer all
research questions as follow:
Question 1: what benefits can customers get, from their bank’s e-CRM implementation?
Moving among literature review, 13 components, were found to customer perceived their main bank e-crm.and
with factor analysis these 13 components grouped to 3 factors. Call them: information, convenience,
communication channel.
Question 2: does e-CRM have an effect on the quality and outcome of customer-bank relationship?
According to path analysis results, e-CRM implementation has a positive and significant relationship with all
components of relationship quality and outcomes. The highest effects factors are: loyalty, retention,
recommendation, Satisfaction and commitment.

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