Studying the influence of e-CRM on web-based brand personality - the case of Mellat Bank
by Arash Shahin; Mahshid Gharibpoor; Shirin Teymouri; Elham Bagheri Iraj
International Journal of Business Information Systems (IJBIS), Vol. 13, No. 4, 2013

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.

Online publication date: Fri, 27-Sep-2013

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 Business Information Systems (IJBIS):
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