Measuring e-CRM implementation and outcomes from the customers´ perspectives

This research attempts to examine and measure outcomes of e-CRM system implementation in the Thai Banking industry. The research is divided into two main sections. The first section is based on a qualitative approach to define e-CRM implementation in Thai banks. The second section uses a quantitative approach to determine the relationships between e-CRM implementation and outcomes from the customers´ point of view. The contribution of this research lies in the fact that most e-CRM implementations are done in the back-office part, which cannot be directly seen or recognized by the customers, so a new construct called “e-CRM Service attribute” was introduced in this research in order to enable the measurement of e-CRM outcomes from the customers´ perspectives. From the 13 constructs that have been collected from the literature, the exploratory factor analysis was performed and the results showed that the outcomes of e-CRM implementation from the customers´ perspective can be grouped into three factors. The first one is the information factor, the second one is convenience and the third one is communication channel factor. In addition, the T-test was also employed to test the differences in e-CRM outcomes from the customers´ perspectives between the customers of the banks that implemented e-CRM and those that did not.