Title: The effects of e-CRM on customer-bank relationship: the case of Thailand

Authors: Phavaphan Sivaraks; Donyaprueth Krairit; Do Ba Khang

Addresses: School of Management, Asian Institute of Technology, P.O. Box4, Klong Luang, Pathumthani, 12120, Thailand. ' School of Management, Asian Institute of Technology, P.O. Box4, Klong Luang, Pathumthani, 12120, Thailand. ' School of Management, Asian Institute of Technology, P.O. Box4, Klong Luang, Pathumthani, 12120, Thailand

Abstract: This research examines and measures the outcomes of implementing an electronic customer relationship management (e-CRM) system in the Thai banking industry in terms of customers' perspectives. Because customers cannot directly perceive most e-CRM implementations, a literature review and interviews with experts in the Thai banking industry were used to develop a new construct called 'customer-based service attributes' to measure e-CRM outcomes from customers' perspectives. A full-scale field survey of 684 customers of Thai commercial banks was then conducted. A service attribute model and a model that combined relationship quality and outcomes were constructed, and their validity and reliability were confirmed. The result shows that overall customer-bank relationship quality, trust, and satisfaction have a statistically significant correlation to e-CRM implementation. A multiple linear regression analysis demonstrates that age, occupation, home location, frequency of bank branch use, and income influence both the customer-bank relationship quality and the outcomes of e-CRM implementation.

Keywords: electronic CRM; customer relationship management; e-CRM; service attributes; relationship quality; relationship outcomes; banking industry; implementation; Thailand; commercial banks; trust; customer satisfaction.

DOI: 10.1504/IJECRM.2012.048719

International Journal of Electronic Customer Relationship Management, 2012 Vol.6 No.2, pp.113 - 134

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 23 Aug 2012 *

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