Title: Exploring E - CRM in Indian banking sector

Authors: Ridhima Sharma; Siddharth Shastri; Jitendra Singh Rathore

Addresses: School of Business Studies, VIPS, IP University, Delhi, India ' Department of Economics, Banasthali Vidyapith, Jaipur, India ' WISDOM, Banasthali Vidyapith, Jaipur, India

Abstract: Consumer relationship management can be explicated as the procedure of gaining, retaining and developing rewarding consumers. It demands an unambiguous centre on the service characteristics that signify value to the consumer and initiates allegiance. CRM is considered to be 10% strategy and 90% action as per according to certain literature. It is considered as business strategy that increases value to customer services in bank and brings customers near to business. To derive customer delight a proper strategic alliance is required in implementation. E-CRM emerged from internet and web technology, which helps in facilitation of implementation of customer relationship management. It relies on internet or web-based interactions between company and customers.

Keywords: e-CRM; customer; website; trustworthiness; corporate strategy; quality service.

DOI: 10.1504/IJPSPM.2020.110136

International Journal of Public Sector Performance Management, 2020 Vol.6 No.5, pp.653 - 663

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

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