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

Authors: Arash Shahin; Mahshid Gharibpoor; Shirin Teymouri; Elham Bagheri Iraj

Addresses: Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran

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.

DOI: 10.1504/IJBIS.2013.055301

International Journal of Business Information Systems, 2013 Vol.13 No.4, pp.453 - 470

Published online: 25 Jul 2013 *

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