AN EMPIRICAL EVALUATION ON INFLUENCING FACTORS OF E-CRM FOR BANKING SECTORS USING ANALYTICAL HIERARCHICAL PROCESS

Purpose: The Indian banking business is moving away from transactional banking and toward Relationship Marketing. The banking sector's operations and services have been influenced by the continual and rapid growth of information and communication technology (ICT). For this purpose, the notion of e-CRM, this describes an improved contact with consumers through Internet, web browsers and e- applications. This has been introduced to new research trends. Objective: In this paper, we have defined with empirically to gain an insight of the influencing factors of e-CRM concept and its benefits to both customers and banks. Methodology: This paper develops an evaluating model for selecting best influencing factors of e-CRM to solidify relationships with existing customers based on the influencing factors incorporating with the analytic hierarchy process (AHP) method. Tryouts The proposed model has proven useful in evaluating factors value for the e-CRM conditions by presenting the results of an empirical study.