CRM/e-CRM Effects on Banks Performance and Customer-Bank Relationship Quality

Abstract

This research aims at examining the effects of customer relationship management (CRM) and electronic CRM (e-CRM) on banks performance in Jordan using structural equation modelling. Two structural models, I, and II are developed. Fourteen reputable Jordanian banks are selected. Results of Model I show that: (1) internet service function and customer support have significant influence on relationship management (RM), (2) marketing support function has insignificant influence on RM, which indicates, and (3) RM has positive influence on business performance; learning and growth, customer satisfaction, internal process, and financial perspective. Results of Model II reveal that: (1) the e-CRM significantly influences customer based-service attributes, (2) the e-CRM directly related with relationship quality (RQ), and indirectly affects RQ through customer based-service attributes, (3) RQ significantly influences customer lifetime value (CLV). In conclusions, although Jordanian banks should direct more marketing support to enable customer communicate with banks using e-CRM in a fast, easy and efficient way.