Abstract
With a marketing environment in which the winds of change are intense due to technological developments, CRM based on modern technologies and the Internet has become an indispensable step to achieve the best response and build a superior customer experience among service organizations. Therefore, the study sought to provide an insight that reveals the importance of the influence and correlation relationship between E-CRM and the customer experience in the field of E-banking service. A structured questionnaire was used to survey a sample of 472 customers who use E-services in commercial banks operating within the administrative boundaries of Basra Governorate - Iraq. The results showed that E-CRM is an important variable in building an experience that the customer sees as distinct. The study recommended that banks should seek to employ networks or digital platforms as effective channels to achieve real rapprochement with customers and build an experience that the customer sees as wonderful.
Highlights
Advances in technology and the widespread use of the Internet have forced business organizations to leave mass marketing and the isolated thinking in production to shift towards adopting a culture of customer empowerment (Peppers & Rogers, 2017)
In today's fast-paced world towards technological development and internet usage, the foundations of traditional competition such as quality or price are no longer sufficient to enable service organizations to survive and continue in an environment dominated by fierce competition
The digital revolution that sweeps the world is currently imposed on the banking industry changing its scenarios and methods in work to comply with the requirements of the new era so that they can the happiness of their customers by creating a wonderful experience with the E-banking services, surely this will inevitably be reflected in the positive E-word of the mouth that customer shares with friends and relatives on digital platforms or networks
Summary
Advances in technology and the widespread use of the Internet have forced business organizations to leave mass marketing and the isolated thinking in production to shift towards adopting a culture of customer empowerment (Peppers & Rogers, 2017). Known competition priorities such as quality, price, delivery, and time are no longer sufficient to achieve superiority over competitors after the customer experience emerged as a more powerful competitive weapon in building a sustainable business strategy and achieving the difference in performance (Shaw & Lvens, 2002). Marketing organizations should realize that the existence of electronic management interested in building close relationships with customers is A critical variable in building superior customer experiences (Suleri et al, 2021)
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