Document Type : Original Article


1 PhD Candidate, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

2 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

3 Associate Professor, Department of Public Administration, South Tehran Branch, Islamic Azad University, Tehran, Iran

4 Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran.


Purpose: The purpose of this research was primarily to design the electronic customer relationship management model and explain its consequences.
Method: Validation of electronic customer relationship in private banks based on mixed research and descriptive-exploratory method were used. On this basis, with the help of data-based theorizing method, the categories forming the model were identified by open coding, and then with the benefit of central and selective coding, the desired model was presented. Also, in the following, the validation of the model among the studied population was discussed using the method of structural equation modeling. The statistical population for presenting the model includes banking industry experts (consisting of senior bank managers with at least 10 years of work experience and academic experts in the field of digital marketing with at least 5 years of experience working in the banking system) and for validating the model two categories of managers and employees of private banks. The research is limited to the city of Tehran and the local customers . The statistical sample of experts up to the stage of theoretical saturation is 16 people using a purposeful judgemental method, and for the model validation stage, 230 people were selected based on the rules of sample size in the structural equation method. The data collection tool included a semi-structured interview for the modeling stage and a questionnaire with a five-point Likert scale for the validation stage.
Findings: The findings showed that 67 basic themes (selective concepts) were categorized and after reviewing, 20 organizing themes (dimensions) were obtained and finally these dimensions were divided into 7 general categories: organizational factors, individual factors, contextual factors, environmental factors, frameworks, strategies, consequences were categorized. The main category identified in this research is "Implementation of E-CRM" and other categories are presented under the headings of causal conditions, background factors, strategies, and consequences.
Conclusion: The results of the calculated value (GOF) for the structural model of the research was calculated as 0.387, which indicates the overall strong performance of the structural equation model of the research. Also, the findings of the quantitative part have confirmed the validity of the structural model of the research and demonstrated the truth of hypotheses of the research (except for hypotheses No. 9, 11, 15, 16, and 17)


Abu-Shanab, E., & Anagreh, L. (2015). Impact of electronic customer relationship management in banking sector. International Journal of Electronic Customer Relationship Management9(4), 254-270.
Ahmad, M. S., & Rashid, S. (2012). ECRM and customers: a case of Askari Commercial Bank, Pakistan. Business Strategy Series.‏
Al-Dmour, H. H., Algharabat, R. S., Khawaja, R., & Al-Dmour, R. H. (2019). Investigating the impact of ECRM success factors on business performance: Jordanian commercial banks. Asia Pacific Journal of Marketing and Logistics.‏
Al-Momani, K., & Mohd Noor, N. A. (2009). E-service quality, ease of use, usability and enjoyment as antecedents of e-CRM performance: an empirical investigation in Jordan mobile phone services. The Asian Journal of Technology Management2(2), 50-64.‏
Bataineh, A. Q. (2015). The Effect of eCRM Practices on eWOM on Banks' SNSs: The Mediating Role of Customer Satisfaction. International Business Research8(5), 230.‏
Bezovski, Z., & Hussain, F. (2016). The benefits of the electronic customer relationship management to the banks and their customers. Research Journal of Finance and Accounting7(4), 112-116.‏
Butell, F., & Tren Bull, J. (2018). Customer Relationship Management, translation by Kambiz Heidarzadeh and Reza Radfar. Fifth Edition, Tehran: Sitte Publications.
Chatterjee, S., Chaudhuri, R., Vrontis, D., Thrassou, A., & Ghosh, S. K. (2020). ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development. Journal of Asia Business Studies.‏
Chen, C., Geng, L., & Zhou, S. (2020). Design and implementation of bank CRM system based on decision tree algorithm. Neural Computing and Applications, 1-11.
Chen, Q., & Chen, H. M. (2004). Exploring the success factors of eCRM strategies in practice. Journal of Database Marketing & Customer Strategy Management11(4), 333-343.‏
Cherapanukorn, V. (2019, November). Antecedents of eCRM success in the hospitality industry. In 2019 22nd International Symposium on Wireless Personal Multimedia Communications (WPMC) (pp. 1-6). IEEE.‏
Dawn, S. K., & Guha, A. (2010). E-CRM: a critical analysis by developing an effective model. Asia Pacific Business Review6(3), 106-114.‏
Dehghanpouri, H., Soltani, Z., & Rostamzadeh, R. (2020). The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction. Journal of business & industrial marketing.‏
Deif, N. (2019). The Effect of Applying Customer Relationship Management in the Higher Educational Sector. Open Access Library Journal, 6(06), 1.
Guha, S., Harrigan, P., & Soutar, G. (2018). Linking social media to customer relationship management (CRM): a qualitative study on SMEs. Journal of Small Business & Entrepreneurship30(3), 193-214.‏
Hanif, M. I., Ahsan, M., Bhatti, M. K., & Loghari, M. S. (2020). The Effect of Electronic Customer Relationship Management on Organizational Performance with Mediating Role of Customer Satisfaction. International Review of Management and Marketing10(5), 138.‏
Harrigan, P., Ramsey, E., & Ibbotson, P. (2012). Entrepreneurial marketing in SMEs: the key capabilities of e‐CRM. Journal of Research in Marketing and Entrepreneurship.‏
Harrigan, P., Schroeder, A., Qureshi, I., Fang, Y., Ibbotson, P., Ramsey, E., & Meister, D. (2010). Internet technologies, ECRM capabilities, and performance benefits for SMEs: An exploratory study. International Journal of Electronic Commerce15(2), 7-46.‏
Hendriyani, C., & Auliana, L. (2018). Transformation from relationship marketing to electronic customer relationship management: A literature study. Review of Integrative Business and Economics Research7, 116-124.‏
Herman, L. E., Sulhaini, S., & Farida, N. (2021). Electronic customer relationship management and company performance: Exploring the product innovativeness development. Journal of Relationship Marketing20(1), 1-19.‏
Ip, W. H., Chen, B., Lau, H. C., & Liang, B. (2006). A functional framework for integrating eCRM with workflow workflow management based on customer value. Tsinghua science and technology11(1), 65-73.‏
Kampani, N., & Jhamb, D. (2020). Analyzing the role of E-CRM in managing customer relations: A critical review of the literature. J. Crit. Rev7(4), 221-226.‏
Kaur, J., & Kaur, B. (2016). The influence of e‐CRM competitive advantage on e‐CRM performance in the Indian banking industry. Strategic Change25(5), 537-550.‏
Khanh, C. N. T., & Cao, K. D. (2021). The impact of organizational factors on E-CRM success implementation. VINE Journal of Information and Knowledge Management Systems.‏
Kim, H. S., Kim, Y. G., & Park, C. W. (2010). Integration of firm's resource and capability to implement enterprise CRM: A case study of a retail bank in Korea. Decision support systems48(2), 313-322.‏
Mang’unyi, E. E., Khabala, O. T., & Govender, K. K. (2018). Bank customer loyalty and satisfaction: the influence of virtual e-CRM. African Journal of Economic and Management Studies.‏
Nguyen, B., Jaber, F., & Simkin, L. (2020). A systematic review of the dark side of CRM: the need for a new research agenda. Journal of strategic marketing, 1-19.‏
Ni̇coli̇ne, A. A., & Kaplan, B. (2020). Managing The Relationship Between E-CRM, Online Customer Satisfaction and Loyalty in Digital B2c Markets: The Case of Turkish Fashion Companies. Academic Review of Humanities and Social Sciences3(2), 403-418.‏
Racherla, P., & Hu, C. (2008). ECRM system adoption by hospitality organizations: A technology-organization-environment (TOE) framework. Journal of Hospitality & Leisure Marketing17(1-2), 30-58.‏
Rashwan, H. H. M., Mansi, A. L. M., & Hassan, H. E. (2019). The impact of the E-CRM (expected security and convenience of website design) on E-loyalty field study on commercial banks. Journal of Business and Retail Management Research14(1).‏
Sivaraks, P., Krairit, D., & Tang, J. C. (2011). Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand. The Journal of High Technology Management Research22(2), 141-157.‏
Sota, S., Chaudhry, H., Chamaria, A., & Chauhan, A. (2018). Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review, Journal of Relationship Marketing, 0(0), 1-15.
Tahmasebi Aria, F. (2019). Investigating the deployment of electronic customer relationship management readiness and maturity models in the Iranian banking industry (Doctoral dissertation, Middlesex University).‏
Zaim, H., Ramdani, M., & Haddi, A. (2020). E-CRM Success Factors as Determinants of Customer Satisfaction Rate in Retail Website. Int. Journal of Computer Information Systems and Industrial Management Applications12, 082-092.
How to Cite: Abdul Alipour, M., Budaghi Khajeh Nobar, H., Goldard, P., Rostamzad, R. (2023). Design and Validation of Electronic Customer Relationship Management Model and Its Consequences in Private Banks, International Journal of Digital Content Management (IJDCM), 4(7), 363-396.
DOI: 10.22054/dcm.2022.69035.1130
 International Journal of Digital Content Management (IJDCM) is licensed under a Creative Commons Attribution 4.0 International License.