Studying the influence of e-CRM on web-based brand personality - the case of Mellat Bank

Arash Shahin, Mahshid Gharibpoor, Shirin Teymouri and Elham Bagheri Iraj

International Journal of Business Information Systems, 2013, vol. 13, issue 4, 453-470

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.

Keywords: electronic CRM; customer relationship management; e-CRM; brand personality; web-based brands; Mellat Bank; structural equation modelling; SEM; Iran; banking industry; bank branding; customer satisfaction. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:13:y:2013:i:4:p:453-470

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