The paper analyses the problem ofe-CRM system evaluation in banking sector by its efficiency. According to the results, the study confirms those factors affecting successful implementation of e-CRM in banks: e- CRM strategy; support of senior leaders, customer orientation; information technology; human knowledge management. Thus, banks need to elaborate their own strategy to use conditions affecting successful realization of the e-CRM system, to enhance customer loyalty, bring value, credibility and final benefits.
Volume 12 | 04-Special Issue
Pages: 1800-1807
DOI: 10.5373/JARDCS/V12SP4/20201665