Determinants of E-CRM in Influencing Customer Satisfaction in the Banking Industry

The banking industry has been facing numerous challenges in this competitive business world. In order to cope up with these challenges, the banks have to adopt electronic means in order to satisfy their customers. One such means is the adoption of Electronic customer relationship management (E-CRM). E-CRM helps in creating and maintaining long-lasting mutual relationships with the customers through various electronic touch points. The rationale behind this research was to examine the impact of E-CRM on customer satisfaction in the banking industry. For this, 200 valid questionnaires were collected from banks' customers who were using E-CRM services. The data was analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) using software Smart PLS. The results revealed that E CRM had a significant positive impact on customer satisfaction. Thus, the adoption of E-CRM is considered to be an essential tool for banks to attract and retain enduring relationships with the customers.