Abstract
This study seeks to identify the relationship between CRM performance and e-banking adoption. CRM performance isthe process of value creation which results into the customer behavior intention (retain, repurchase, positive word of mouth), customer satisfaction and loyalty towards the product/brand. Despite of the popular practice of CRM in various industries, and particularly in banking, there is still lack of empirical studies, investigating to what extent the CRM performance influences on e-banking adoption. Hypothesized relationships were tested using survey responses from a sample of 307 lecturers at three public universities located in the northern states of Malaysia. The results which were compared with earlier findings illustrated that CRM performance does offer a positive influence on e-banking adoption and implications for further research were also being discussed.
Highlights
The consequences of customer relationship management performance (CRM) are the area of studies that generate much interest
It is confirmed that customer satisfaction, brand loyalty, retention intention and word of mouth has a significant impact on e-banking adoption since they are the main dimensions of customer relationship management performance
It appears that banking institutions should strive to improve their customer relationship management performance in their efforts to attain higher electronic banking adoption by their customers
Summary
The consequences of customer relationship management performance (CRM) are the area of studies that generate much interest. Previous studies have validated the success of CRM performance measurement from customer behavior perspectives which is based on satisfaction, brand loyalty; repurchase intention and word of mouth (Wang et al, 2004). The present research has chosen to practice the technology of electronic banking adoption in the goal of presenting customer behaviors in order for them to support the services based on their satisfaction, loyalty towards the brand, word of mouth and re-usage intention towards it. Respondents were individuals from selected firms including accountants, financial managers, chief financial officers, financial controllers, and financial directors, as they represent key informants in company-bank dealings They found out that customer satisfaction with banks only affected through indirect adoption of electronic banking. In an e-service scenario, loyalty towards services is enough to be defined as an electronic technology adoption in electronic banking services
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