Efficiency Evaluation of e-CRM System in Banking Sector under Digitalization

Do Quyen and Karina Sayapina

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