eCRM SERVICES- IMPACT ON CUSTOMER LOYALTY LEVEL

ABSTRACT

This is an era of company loyalty towards the customer in order to obtain customer loyalty towards the company. Customers are the wheel behind which business revolve. The ultimate performance of a bank depends upon the satisfaction of its customer. In the emerging competitive and technological driven banking era, banks have to strive hard for retaining and enlarging their customer base. eCRM which is the latest buzz word in the corporate sector is perceived as one of the effective tool in the direction by the banks. eCRM emerges from the internet and web technology to facilitate the implementation of CRM. This study analyzes the impact of eCRM services offered by different banks of Haryana State (India) on the customer loyalty level. Data were collected from the bank customers using survey method. Four banks, two from public sector namely State bank of India and Punjab national bank and two from private sector namely HDFC and ICICI were taken. Using mean variance, Anova, Post- hoc analysis and paired sample t-test, the results clearly indicated that there was a significant influence of eCRM services offered by the selected banks on loyalty level. Thus, service quality had a great influence on loyalty level.

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