The Impact of E-CRM on Customers Attitude and Its Association with Generating Competitive Advantages in Iranian Financial B2B Context

Abstract

In the emerging competitive and technological driven banking era, banks have to strive hard for retaining and enlarging their customer base. Electronic customer relationship management (E-CRM) is the combination of traditional CRM with the e-business applications marketplace. An E-CRM system provides financial institutions with the opportunity to establish individual and need oriented customer relationships. E-CRM enables the financial institutions to provide the right financial product at the right time (Sascha, 2003). Focus of this paper is to explore E-CRM benefits that have positive effects on customer satisfaction and association between them in Iran financial institutions. The findings indicate that proliferation of channels (e.g. Internet), up to date banks, services quality, international customers' satisfaction, improved cash flow management, and safety and transaction security have positive effects on customer satisfaction. Furthermore, it seems that there is significant association between quality factor and safety factor and also between infrastructure improvement and customer responsiveness.