Keyword

Electronic Customer Relationship Management, Electronic Communication Channels, Customization Strategy, intentions to repeat electronic transactions, positive words of mouth, Electronic Banking Satisfaction.

Abstract

Identifying factors that influence customer's e-loyalty is paramount for commercial banks to develop successful marketing strategies to form a broad base of customers that practice online transaction.  So, this study aimed to investigate the impact of Electronic Customer Relationship Management (E-CRM) dimensions (customization strategy, electronic communication channels) on Electronic loyalty of customers through electronic banking satisfaction as a mediator Variable in Egyptian commercial banks. A quantitative approach was followed using questionnaire, the sample consisted of 370 customers practicing online transaction. Data were collected from a convenience sample; a questionnaire was pretested using confirmatory factor analysis to assess the measurement model. Structural equation modeling was performed to examine the relation between latent variables. The study concluded: that the changing customer dynamic in Egyptian commercial banks is being driven by the move away from physical bank branches a phenomenon drive by the need to reduce costs, a significant correlation between the of E-CRM and intention to repeat electronic transactions and providing positive words of mouth, thus achieving electronic loyalty, and the electronic banking satisfaction is not a mediator in influencing the relationship between E-CRM dimensions and providing positive Words of mouth and intention to Repeat electronic transactions. So, managers will likely increase E- loyalty of customers by improving contact with customers and balancing their needs and Services customization to them, predisposing positively customer’s attitudes towards the banks. 


Full Text : PDF

References

Anderson, J. and Gerbing, W. (1988), “Structural equation modeling in practice: a review and
Recommended two stage approach”, Psychological Bulletin, Vol. 27, No.1, pp. 5-24.
Arbuckle, J. (2013), Amos 22. User’s Guide, Small waters Corporation, Chicago, IL.    
Abu-Shanab, E. and Anagreh, L. (2015), Impact of electronic customer relationship management in banking Sector, International Journal of Electronic Customer Relationship Management, Vol. 9, No. 4. pp. 254–270.
Amin, M. (2016),"Internet banking service quality and its implication on e-customer satisfaction and e-customer loyalty", International Journal of Bank Marketing, Vol. 34 Issues 3 pp.  280 – 306.
Alim, S. and Ozuem, w. (2014), the Influences of e-CRM on Customer Satisfaction and Loyalty in the UK Mobile Industry, Journal of Applied Business and Finance Researches, Vol. 3 Issue 2: pp. 47-54.     
Alhaiou, T. A. (2011), A Study on the Relationship between e-CRM Features and E-Loyalty: The Case in UK. Unpublished PhD thesis, Brunel Business School, Brunel University, West London. Retrieved 24 April 2016 from http://www.core.ac.uk/download/pdf/1440953.pdf.
Al-Hawary, S.I.S. and Hussien, A.G.A. (2017) the Impact of Electronic Banking Services on the Customers Loyalty of Commercial Banks in Jordan, International Journal of Academic Research in Accounting Finance and Management Sciences, vol. 7, No1, pp. 50- 63.
Azila, N. and Noor, M. (2012) ‘trust and commitment: do they influence e- customer relationship Performance?  International Journal of Electronic Commerce Studies, Vol.3, No.2, pp. 281-296.
Azila, N. and Noor, M. (2011) ‘Electronic customer relationship management performance: its Impact on loyalty from customers’ perspective’, International Journal of e-Education, E-Business, e-Management and e-Learning, Vol. 1, pp.1–6. 
Belás, J., Chochoľáková, A., Gabčová, L. (2015), Satisfaction and loyalty of banking customers: A gender approach, Economics and Sociology, Vol. 8, No 1, pp. 176-188. DOI: 10.14254/2071- 789X.2015/8-1/14.
Bagozzi, R.P. and Yi, Y. (1988), “On the evaluation of structural equation models”, Journal of The Academy of Marketing Science, Vol. 16 No. 1, pp. 74-94. 
Cook, J. D., Hepworth, S. J., Wall, T. D., & Warr, P. B. (1981). The experience of work. San Diego: Academic Press.
Darabi, A., Maroofi, F. and Torabi, J. (2012) ‘Effects of E-CRM on customer-bank Relationship Quality and result’, International Journal of Academic Research in Accounting, Finance and Management Sciences, Vol. 2, pp.164–182.  
Dhingra, M. and Dhingra, V. (2013), “Determinants of electronic customer relationship Management (E-CRM) for customer satisfaction in banking sector in India”, African Journal of Business Management, Vol. 7, pp. 762–768.
El Essawi, N. and Abd El Aziz, R. (2012), determining the main dimensions that affect e-customer Relationship management readiness in the Egyptian banking industry, Int. J. Electronic Customer Relationship Management, Vol. 6, Nos. 3/4.
Faraoni, M., Rialti, R., Zollo, L and Pellicelli, A.C. (2018) "Exploring e-Loyalty Antecedents in B2C e-Commerce: Empirical results from Italian grocery retailers", British Food Journal, https://doi.org/10.1108/BFJ-04-2018-0216.
Fornell, C. and Larcker, D.F. (1981), ‘‘Evaluating structural equation models with unobservable Variables and Measurement error’’, Journal of Marketing Research, Vol. 18, pp. 39-50.       
Farhadi, F., Ghartemani, S.K., Ghartemani, H.K and Wastegany, J.R. (2012), Analyzing the Effects of e- CRM on customers Loyalty: Acase study of Parsmodir Khazar Enterprise, Advanced Research in Economic and Management Sciences (AREMS) Vol.7
Farnad, F and Afghah, Z.S, (2017), Effect of E-CRM System on Attracting Bank Deposits, International Journal of information security and system management, Volume6, Number1, pp6. 
Gremler, D.D., (1995), the effect of satisfaction, switching costs, and interpersonal bonds on Service loyalty Doctoral Thesis. Arizona State University.
Herington, C. and Weaven, S. (2009), “E-retailing by banks: e-service quality and its importance to customer satisfaction”, European Journal of Marketing, Vol. 43 No 9/10, pp. 1220-1231.
Ho, C.-T.B. and Lin, W.-C. (2010), “Measuring the service quality of internet banking: scale Development and validation”, European Business Review, Vol. 22 No. 1, pp. 5-24.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis: A Global Perspective, Pearson Prentice Hall, New York, NY.  
Harrigan, P., Ramsey, E. and Ibbotson, P. (2012), “Entrepreneurial marketing in SMEs: the key Capabilities of e-CRM”, Journal of Research in Marketing and Entrepreneurship, Vol. 14 No. 1, pp. 40-64
Hosseinianzadeh, M. (2015), A Framework for e-CRM Implementation in Health Service Industry of a Developing Country, International Journal of Engineering and Innovative Technology (IJEIT) Volume 4, Issue 8.
Ismail, M.A, and Safa N.S. (2014), Trust, Satisfaction, and Loyalty Formation in Electronic Commerce, Journal of Industrial and Intelligent Information Vol. 2, No. 3.
Keshvari, R. (2012) ‘The impact of E-CRM on customers attitude and its association with             Generating competitive advantage in Iranian financial B2B context’, International Business Research, Vol. 5, pp.34–54.
Kassim, N. and Abdullah, N.A. (2010), the effect of perceived service quality dimensions on Customer satisfaction, trust, and loyalty in e-commerce settings: Across cultural Analysis, Asia Pacific Journal of Marketing and Logistics, Vol. 22 Issues : 3 pp. 351 – 371 DOI 10.1108/13555851011062269
Khan, M.B and Khawaja, K.F. (2013), the Relationship of E-CRM, Customer Satisfaction and Customer Loyalty. The Moderating Role of Anxiety, Middle East Journal of Scientific Research, vol. 16 pp. 531-535.
Khaligh, A., Miremadi, A and Aminilari. M, (2012), The Impact of E-CRM on Loyalty and Retention of Customers in Iranian Telecommunication Sector, International Journal of Business and Management, Vol. 7, No. 2. 
Levy, S. (2014), “Does usage level of online services matter to customers’ bank loyalty? Journal of Services Marketing, Vol. 28 No. 4, pp. 292-299.
Lee, M.L. (2005), ‘‘the impact of perceptions of interactivity on customer trust and transaction Intentions in mobile commerce’’, Journal of Electronic Commerce Research, Vol. 6 No. 3, pp. 165-80.    
Liu, C, Tseng, H., Chuang, L.  and Huang, C, (2012), A Study of the Impact of the e-CRM Perspective on Customer Satisfaction and Customer Loyalty-Exemplified by Bank Sinopac, Journal of Economics and Behavioral Studies, Vol. 4, No. 8, pp. 467-476.
Lam, A.Y.C., Cheung, R. and Lau, M.M, (2013), the Influence of Internet-Based Customer Relationship Management on Customer Loyalty, Contemporary Management Research, Vol. 9, No. 4, pp. 419- 440.
Michal, D and Stverka, I (2001), E-CRM Makes One-to-One Theory a Reality. Sys Integ; p. 103
Miremadi,A. R, Ghalamakri, S and Ramezani,A.A,(2012) Challenges in Trust and Security by Implementation of E-CRM among Banks and Financial Institution: A Case Study Of E-Banking in Iran,International Journal of Information Science and Management,  Special Issue.           
Mulyono, H. and Situmorang, S.H. (2018), E-CRM and loyalty: A mediation Effect of Customer Experience and satisfaction in online transportation of Indonesia, Acadimac Journal of Economic studies, vol. 4, No. 3, pp. 96-105.
Mang’unyi, E. E., Khabala, T. O. and Govender, K. K. (2017), “The relationship between e-CRM And customer loyalty: a Kenyan commercial bank case study”, Bank and Bank  Systems,Vol. 12 No. 2, pp.106-115, http://dx .do i.org/10.21511/bbs.12(2).2017.11.
Mang'unyi, E .E., Khabala, T.O. and Govender, K.K (2018), "Bank Customer Loyalty and Satisfaction: The Influence of Virtual e-CRM", African Journal of Economic and Management Studies, https://doi.org/10.1108/AJEMS-08-2017-0183.
Mogharabi, V., Akbarabadi, L., Mirnezhad,R. and Kariznoee, A.(2014), Examining the role of  Electronic Customer Relationship Management (E-CRM) on Attracting Customers In Internet Marketing, interdisciplinary Journal of contemporary Business Research, vol 5, No 10.      
Nunnally, J.C. (1978), Psychometric Theory, Vol. 2, McGraw-Hill, New York, NY.                                               
Noor, (2018), E-loyalty in digital platforms - How do the employees in banks experience their Work with customer e-loyalty, individually and in relation to each other? Master Thesis, spring, Uppsala University.
Ocker, R. and Mudambi, S. (2002) ‘assessing the readiness of firms for CRM: a literature review and research model’, Proceedings of the 36th Hawaii International Conference on System Sciences (HICSS’03). 4, pp. 674-696, doi: 10.1515/mmcks-2017-0039.
Poon, W. (2008), Users’ adoption of e-banking services: the Malaysian perspective, Journal of Business and Industrial Marketing, Vol. 23 · NO 1, PP 59– 69.
Palmer, J.W. (2002) Web site usability, design, and performance metrics, Information Systems Research; 13(2): PP 205-223.
Peikari, H.R. (2010), the Influence of Security Statement, Technical Protection, and Privacy on Satisfaction and Loyalty; A Structural Equation Modeling, Springer, pp., 223–231.
Pensiri, P. (2011), the use of E-CRM, Can Enhance the Customer Relationship in Toyota Mahanakorn, Master Thesis. 
Rialti, R., Zollo, L., Pellegrini, M.M. and Ciappei, C. (2017), “Exploring the antecedents of brand Loyalty and electronic word of mouth in social-media-based brand communities: do Gender differences matter?”, Journal of Global Marketing, Vol.30 No. 3, pp. 147-160.
Romano, N.C. and Fjermestad, j. (2003), Electronic Commerce Customer Relationship Management: A Research Agenda, Information Technology and Management, vol. 4, pp. 233–258, DOI: 10.1023/A: 1022906513502. 
Ribbink, D., van Riel, A.C.R., Liljander, V. and Streukens, S. (2004), ‘‘Comfort your online Customer: quality, trust, and loyalty on the internet’’, Managing Service Quality, Vol.  14 No. 6, pp. 446-56.
Ramseook-M., P. and Naidoo, P. (2011), “Customers’ perspectives of service quality in internet Banking”, Services Marketing Quarterly, Vol. 32 No. 4, pp. 247-264.
Rao, J.P. (2013) ‘Impact of socio-economic characteristics of the bank customers on CRM’, Tactful Management Research Journal, Vol. 1, pp.1–8.
Rahimiparvar, N. (2014). E-CRM features that affect customer attitude to loyalty: a case study of University students enrolled in international programs in Thailand. GSBE Journal, 36-51. Retrieved 28 March 2017 from www.graduate.au.edu/gsbejournal/Journals/Dec2014/Journal03.pdf
Rosário, J. d. (2015) E-loyalty in e-commerce: A study at girissima.com, doctoral Thesis.
Sivaraks, P, Krairit, D and Tang, J.C.S, (2011), Effects of e-CRM on customer–bank relationship Quality and outcomes: The case of Thailand, Journal of High Technology Management Research, vol 22, pp 141-157, doi:10.1016/j.hitech.2011.09.006. 
Saini, G. S. and kumar, S, (2015), The Effect of e-CRM on Customer Satisfaction: Empirical Study of Online Shopping, Journal of Management and Science, Vol.5, No.2.  
Sunny, E.E, and Abolaji, O.S, (2016), Electronic Customer Relationship Management (E-CRM) & Marketing Performance: Empirical Evidence from Nigeria Telecom Sector, British Journal of Economics, Management & Trade, vol11, No (1),pp: 1-14.  
Shastri, S, Rathore, J.S. and Sharma, R (2018), Effect of E-CRM ON Customer’s Satisfaction & Evident from Indian Banking websites, ELK Asia Pacific Journal of Marketing and Retail Management, Vol9, ISSN 2349-2317.
Ski, (2016), Svenskt Kvalitetsindex Bank 2016. SKI. September  
                     3rd.http://www.kvalitetsindex.se/report/bank-   och-finans-2016.        
Valvi, A.C, West, D. C, (2013) E-loyalty is not all about trust, price, also matters: extending Expectation- confirmation theory in book selling web sites, Journal of Electronic Commerce Research, vol 14, No 1.
Zeithaml V, A., Parasuraman, A. and Malhotra, A. (2002), ‘‘Service quality delivery through Websites: a critical review of extant knowledge’’, Journal of the Academy of Marketing Science, Vol. 30 No. 4, pp. 362-75. 
Zatalini, M.A. and Pamungkas, T.N (2017), exploring the success factors of E-CRM Implementation on B2C E-commerce: satisfaction and loyalty conceptual Framework, Journal Economy business Volume 22, No.2.
Zeithaml, V.A., L.L. Berry and A. Parasuraman, (1996)"The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60, No. 2:31-46.