Investigating success factors influencing in e-CRM adoption: Evidence from banking industry

This paper aims to examine the effects of technology adoption and quality of websites on customer satisfaction as well as customer loyalty in banking industry. It also investigates the effect of electronic customer satisfaction on customer loyalty and the effect of electronic customer satisfaction on customer loyalty on e-CRM. The study is accomplished among managers of bank Sepah in city of Qom, Iran. Using structural equation modeling, the study has confirmed that there was a positive and meaningful relationship between the effects of technology adoption and quality of web services on electronic customer satisfaction and customer loyalty. The results also confirm the positive effect of customer satisfaction on customer loyalty, electronic customer satisfaction as well as electronic customer loyalty on e-CRM.