Success factors of E-CRM and organizational performance in the banking sector[Les facteurs de succès de l'E-CRM et la performance organisationnelle dans le secteur bancaire]

Recently, we observed an important change in customer expectations. They become more sophisticated due to the growing transparency of online prices and products. This change makes them more demanding and discerning when interacting with banking services. Some financial organizations effectively compete and succeed by implementing relational marketing principles using strategic and technological customer relationship management applications. Among these tools is E-CRM, which benefits both companies and clients by enhancing information dissemination speed and reducing operational subjectivity. However, numerous E-CRM initiatives have failed to achieve the desired performance level. In this context, essential factors must be carefully considered during the implementation of E-CRM projects. This article investigates deeply into the impact of E-CRM success factors on the organizational performance of commercial banks. Drawing on an extensive literature review and an original conceptual model, the study highlights that elements such as customer orientation, user training, data quality, user satisfaction, and technology acceptance have a positive influence on both financial and non-financial organizational performance within commercial banks. Taking into account these factors, banks are better able to understand the needs and expectations of their customers, prompting them to respond appropriately. This approach enhances customer satisfaction and trust in banking services, thereby strengthening their loyalty and propensity to return to use the services offered