An empirical study on influence of e-CRM towards customer loyalty in banking sector
by Siddharth Shastri; Ridhima Sharma; Vaishali Sethi
International Journal of Public Sector Performance Management (IJPSPM), Vol. 6, No. 5, 2020

Abstract: To succeed and grow wholly in an exceedingly competitive corporate scenario like the Indian banking sector, simply drawing new consumers is inadequate. Service providers lie Axis Bank should strive to retain their existing consumers to succeed and grow. This study was created to examine and delve into the relationships of the promotional initiatives of ecrm, allegiance and relationship quality. According to the findings, respondents usually had an optimistic outlook towards the ecrm promotional strategies undertaken by Axis Bank, comprising of e-DM, relational interaction, privileged conduct and observed incentive.

Online publication date: Wed, 07-Oct-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Public Sector Performance Management (IJPSPM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com