Abstract
Improving customer satisfaction and implementing electronic customer relationship management e-CRM can help banks to gain their financial goals. Literature review shows lack of investigation on the relationship between e-CRM and brand personality. In this research, the influence of e-CRM on the online brand personality brand personality of website has been examined using structural equation modelling SEM in Mellat Bank as a well-known bank in Iran. The results imply that there is a positive and strong relationship between e-CRM services and brand personality.
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