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

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. Copyright © 2013 Inderscience Enterprises Ltd.