The effect of electronic customer relationship on customer satisfaction a study in web banking in Saudi Arabia

E-CRM emerges from the Internet and web technology to facilitate the implementation of CRM; it focuses on Internet or web-based interaction between banks and their customers. In particular, E-CRM enables banks to provide appropriate service and products to satisfy the customer and enhance customer loyalty, Furthermore, E-CRM features are vital for managing customer relationships online. They are generally referred to as concrete website functionality or tools and they are required for customizing, personalizing and interacting with the customer. Without E-CRM features, CRM could not be realized on the Internet.

In fact, in the literature, there appears to be an absence of theoretical model for effects of E CRM features on customer satisfaction in general, and E-CRM features affect service quality, which in turn leads to customer satisfaction in particular. Consequently, this research attempts to fill the information gap. The aim of this thesis was to examine the effect of various E-CRM features at the different stages of transaction cycle (pre-transaction, during-transaction, and post-transaction) on customer satisfaction on banks websites in Saudi Arabia.

Six basic hypotheses were tested, as parts of a theoretical model of these E-CRM features against seven service quality dimensions selected from the SERVQUAL instrument and discussed in detail in Chapter (3). Data was collected through a questionnaire which was administered in the Western Region (Jeddah) of Saudi Arabia in April/May 2010. The empirical analysis was carried out using a structural equation model. The results form of this research indicate that the use of E-CRM in building customer relationships effects online customer satisfaction and service quality. The efficiency of E-CRM program determine the level of which online features, such as site customization, membership, site information, privacy, security, product or service customization, alternative payment and frequently asked questions would be implemented on banks’ websites.

This research contributes to knowledge in several ways. Most importantly, it illustrates the roles of E-CRM features in enhancing service quality and customer satisfaction at different stage of transaction cycle. In particular, this research highlight the critical dimensions of service quality, which managers in the banking sector should invest in their customer satisfaction strategies.