The Effect of Electronic Customer Relationship Management on Organizational Performance with Mediating Role of Customer Satisfaction

Muhammad Imran Hanif, Muhammad Ahsan, Muhammad Kashif Bhatti and Muhammad Sajjad Loghari
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Muhammad Imran Hanif: Putra Business School, University of Putra Malaysia, Malaysia
Muhammad Ahsan: MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.
Muhammad Kashif Bhatti: MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.
Muhammad Sajjad Loghari: MS Scholar, Institute of Banking and Finance, Bahauddin Zakariya University Multan, Pakistan.

International Review of Management and Marketing, 2020, vol. 10, issue 5, 138-147

Abstract: The purpose of this paper is to investigate the impact of E-CRM on Organizational Performance. The Information technology plays an important role in the organizational settings and customer satisfaction is based on the use of Digital technologies which are prevailing in current organizational environment. The ECRM has also become a major source to collect data form customers and providing value-added services to its client’s in-order to obtain competitive advantage. The study gives proposal to elements of ECRM, techno customer service, and customer satisfaction. The research was conducted by randomly sampling technique in Pakistan. Quantitative and Qualitative methods were used for research process in conducting questionnaire. A sample of 220 questionnaires designed and interviews conducted to get responses, through a well-organized strategy. The question asked that How Technology Effect the customers and it provides satisfaction and improves a company performance. The structured interviews conducted from Managers in different banks through observation technique. This shows that the effect of electronic customer relationship is positively associated with organizational success due to increase in competition it is compulsory for organization to maintain the ECRM system. Our finding shows that Customer satisfaction providing mediation effect to ECRM and organizational performance with the use of technology. This model has a practical implication on services based industry organizations that it reduces human work that would result in unemployment of workforce due to digitalization. The firms are using ECRM technique to acquiring new customers and maintaining relationships with existing customers.

Keywords: Electronic Customer Relationship Management; Organizational Performance; Customer Satisfaction (search for similar items in EconPapers)
JEL-codes: M0 M1 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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