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

Authors:
Arash Shahin;Mahshid Gharibpoor;Shirin Teymouri;Elham Bagheri Iraj
Affiliations:
Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran;Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran;Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran;Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran
Venue:
International Journal of Business Information Systems
Year:
2013

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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.