The Impact Of Electronic Customer Relationship Management (E-Crm) On Customer Loyalty In Banking Sector

Abstract

Managing customer relationship has become one of the most important strategy for an organization to create and retain the loyal customers. Thus, organizations are seeking for effective relationship activities to enhance customer relationship by delivering better relationship benefits to the target customers. In such a way, Electronics customer relationship management (E-CRM) is an effective mechanism for measuring the performance of an organization and enhance customer loyalty towards the company product. The objective is to identify the level, relationship and impact of E-CRM on Customer loyalty (CL). Data were obtained from the sample of 177 customers in Batticaloa and convenience sampling was used. The descriptive statistics, correlation and regression analysis were used to analyze the data. The results revealed that E-CRM has strong positive relationship with CL and E-CRM was significantly impacted on CL. Further to that through the ANOVA analysis study confirmed that the impact of E-CRM on Customer loyalty (CL) vary depends on the name of the banks. This study can enhance the understanding of Electronic Customer Relationship Management (E-CRM) in e-banking. The present study can help managers get better understanding about retaining valuable customers, increasing customers' commitment and customer satisfaction with their employees behaviour, reducing dissatisfied customers,  making trust on organizational activities and finally, improving the quality of service.