ISSN 2360-7998
Abstract
Electronic Customer Relationship Management (E-CRM) has become an essential tool for businesses to comprehend, interact with, and keep clients. Social responsibility and ethical principles must also be adhered to by this technology-driven approach. ECRM has had to change to become a more sustainable option. The purpose of this study is to investigate the effect of various dimensions of E-CRM features on online customer satisfaction. This study aims to test four hypotheses representing the dimensions of the E-CRM on online customer satisfaction. The suggested model was verified using the partial least squares technique. A questionnaire was designed, electronically distributed, and collected from a sample of 123 Egyptian users. The results indicated a major influence of ease of use, online security, and the variety of payment options features of E-CRM on the online customer satisfaction, while online customer help had little influence on the overall satisfaction. The study was conducted only in the context of Egypt utilising a limited sample. Also, the study lacked inputs from the financial institutions’ workers’ perspective. Research results offer practical implications for marketing managers and practitioners at Egyptian financial institutions who are responsible for preparing strategic plans and implementing tools to improve the productivity or performance of the E-CRM systems. The results create a digital-driven environment and data-driven decision-making processes that ultimately support corporate governance and corporate responsibility efforts.
Keywords: E-CRM, convenience, security, variety, online help, customer satisfaction, Multiple linear Regression, Sustainability.