eCRM SERVICES- IMPACT ON CUSTOMER SATISFACTION LEVEL

ABSTRACT

In the fast changing economic environment the success of banking depends upon technology, people and customer. 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 satisfaction. 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 customer satisfaction level. Thus, service quality had a great influence on customer satisfaction.

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