c عنوان انگلیسی مقاله:

Effects of e-CRM on customer bank relationship quality and outcomes: The case of Thailand

ترجمه عنوان مقاله: تاثیر و پیامد مدیریت ارتباط با مشتری الکترونیکی بر کیفیت رابطه مشتریان بانک: مطالعه موردی تایلند

رشته: مدیریت بازاریابی، تجارت الکترونیک

سال انتشار: 2011

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

This research examines and measures the outcomes of electronic customer relationship management (e-CRM) system implementation in the Thai banking industry from customers’ perspectives. Because most e-CRM implementations cannot be directly seen or recognised by customers, a literature review and interviews with experts in the Thai banking industry were used to develop a new construct called ‘customer-based service attributes’ to measure e-CRM outcomes from customers’ perspectives. A full-scale field survey of 684 customers of Thai commercial banks was then conducted. A service attribute model and a model that combined relationship quality and outcome were constructed, and their validity and reliability was confirmed. Analysis of the results by using structural equation modelling (SEM) illustrated that e-CRM implementation has a statistically significant positive relationship with customer-based service attributes and with the quality and outcome of customer bank relationships as well as an indirect effect on relationship quality and outcome through customer-based service attributes.

Keywords: e-CRM, Service attribute, Relationship quality, Relationship outcome, Banking, SEM

مقدمه مقاله

When an organisation begins to migrate from a human-intensive organisation to one that emphasises multiple electronic contact points such as phone, fax, e-mail, and the Web, the ability to develop, manage, and measure customer relationships increases dramatically. Consequently, businesses have moved from off-line customer relationship management (CRM) to electronic channels. This approach is commonly called‘e-CRM’. Creating long-term relationships with valued customers is usually viewed as the key to profitability in an increasingly dynamic market. e-CRM is one of the primary strategic initiatives in industry today. It has become the major paradigm of relationship marketing in the e-world (Chen & Chen, 2004).


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