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Studying the influence of e-CRM on web-based brand personality - the case of Mellat Bank

Author

Listed:
  • Arash Shahin
  • Mahshid Gharibpoor
  • Shirin Teymouri
  • Elham Bagheri Iraj

Abstract

Improving customer satisfaction and implementing electronic customer relationship management (e-CRM) can help banks to gain their financial goals. Literature review shows lack of investigation on the relationship between e-CRM and brand personality. In this research, the influence of e-CRM on the online brand personality (brand personality of website) has been examined using structural equation modelling (SEM) in Mellat Bank as a well-known bank in Iran. The results imply that there is a positive and strong relationship between e-CRM services and brand personality.

Suggested Citation

  • Arash Shahin & Mahshid Gharibpoor & Shirin Teymouri & Elham Bagheri Iraj, 2013. "Studying the influence of e-CRM on web-based brand personality - the case of Mellat Bank," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 13(4), pages 453-470.
    • Handle: RePEc:ids:ijbisy:v:13:y:2013:i:4:p:453-470
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