Customer relationship management is a business strategy that provides the enterprise with a complete, dependable, and integrated view of its customer base. Although e-CRM research is prolific, there appears to be a lack of consistent...
moreCustomer relationship management is a business strategy that provides the enterprise with a
complete, dependable, and integrated view of its customer base. Although e-CRM research is prolific,
there appears to be a lack of consistent understanding and agreement as to the operationalization of
the term e-CRM. Some research refers to e-CRM as a philosophy (Crafton, 2002), some consider e-
CRM a marketing strategy (Bai, Hu, and Jang, 2006), and others refer to specific software tools,
methods, and systems as e-CRM (H. M. Chen, Chen, and Kazman, 2007; Scullin, Fjermestad, and
Romano, 2004). E-CRM system brings together lots of pieces of information about customers, sales,
market trends, marketing effectiveness and responsiveness. e-CRM system helps companies improve
the profitability of their interactions with customers while at the same time making those interactions
appear friendlier through individualization. e-CRM purpose is to enhance customer satisfaction
and retention by alignment of customer business processes with technology integration. This
particular research tries to explore the relationship between technology and effective e-CRM in
business organizations, especially banks, which influence the sustainable service process.