Title: An empirical study on influence of e-CRM towards customer loyalty in banking sector

Authors: Siddharth Shastri; Ridhima Sharma; Vaishali Sethi

Addresses: Department of Economics, Banasthali Vidyapith, Jaipur, India ' School of Business Studies, VIPS, India ' School of Business Studies, VIPS, India

Abstract: To succeed and grow wholly in an exceedingly competitive corporate scenario like the Indian banking sector, simply drawing new consumers is inadequate. Service providers lie Axis Bank should strive to retain their existing consumers to succeed and grow. This study was created to examine and delve into the relationships of the promotional initiatives of ecrm, allegiance and relationship quality. According to the findings, respondents usually had an optimistic outlook towards the ecrm promotional strategies undertaken by Axis Bank, comprising of e-DM, relational interaction, privileged conduct and observed incentive.

Keywords: e-banking; e-CRM; Axis Bank; perception; trust; relationship.

DOI: 10.1504/IJPSPM.2020.110135

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.642 - 652

Received: 30 Apr 2019
Accepted: 11 Jun 2019
Published online: 07 Oct 2020 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article