E-CRM on the Relationships Quality and Its Consequences: Evidence from Iranian Private Banks

The importance and urgency of the subject Low rates of e-services and research in the department of Electronical Customer Relationship Management (E-CRM) in banking system of the country, particularly is  from the perspective of clients, the research investigated  E-CRM on the relationships quality  and it’s consequences: evidence from Iranian the private banks, Therefore a questionnaire adapted from George et all and Abdallah scale be determined in the statistical community between private’s bank electronic customers of 388 people, after collecting information and data,  the questionnaire designed by Likert scale and obtained by use of random sampling, and evaluated and analyzed by structural equations model method and LIZREL software. Data results show that E-CRM had a positive and meaningful effect on the relationships quality  and the consequences of customers that include 7 component such as: communication channels, the overall quality of communication, confidence, satisfaction, loyalty,  maintenance and the tendency to compromise.The results of research was confirmed the impact and importance of E-CRM on the quality dimensions and relationships consequences with customers like The satisfaction, loyalty and  maintenance. Keywords: Customer Relationship Management , Electronical Customer, Relationships Quality. DOI : 10.7176/EJBM/11-25-01 Publication date :September 30 th 2019


Table (1): Concept and Definition of CRM Researchers
Concept and Definition of CRM Khalifa & Shen (2005), Barnes(2001), Brown(2000), Foss & Slone(2002), Greenberg (2001), Interactions between customers who are more informed and more need, they need more attention, and companies that pay more attention to the customer and have a strong interest in building closer relationships with their customers and interacting with them. Swift (2001) An organizational approach to understanding and influencing customer behavior through meaningful relationships to improve customer orientation, customer retention, customer loyalty and customer profitability. Anton & Hoeck(2002), Chalmeta (2006), Dyche (2001) A customer-centric commercial approach that describes the increase in customer value and the right practices by which valuable customers remain loyal. Lindgreen & Antioco (2005) The way to rely on the 5-step approach. Five essential things that need to be controlled by companies that want to enforce relationships with their customers: segmentation, information networking, algorithms, IT systems and sales, and customer support . Ginsaid(2003),Sing tesh viam(2005),Protiar&shis (2001) Applying the trick of information, processes, technology and individuals, a way to compete It brings a lot of pressure to an organization and has a positive impact on organizational performance. Jackson (1985) Marketing that works in the long-term relationships with individual accounts, innovation, , development and improvement of customer personal relationships with customers and buyers who maximize the overall value of customer life. Anton & Hoeck (2002) A way to complete and flawlessly complete different activities to predict, understand, and meet customer needs. Singh(2002) The main goal is to attract and retain customers, which leads to substantial financial benefits.

The quality of the relationship and the consequences of the customer relationship :
osing customers negatively affects the market share and the profits of companies, especially banks. Several studies show that when the customer leaves the service provider and to another provider The loss of additional profits, initial investment costs on the customer, and additional costs of customer retrieval will be replaced. For the above reasons, as well as the competition, the discussion about customer withdrawal is necessary. (Colgate and Hutch 2001). The impact of e-CRM in the banking sector and the good preservation of CRM systems can be a long-term relationship make customers more productive and profitable. Banks must recognize the strategic role of CRM and the diversity and variety of needs of different customers. In addition, professional staff must be hired by the banks to work against the complexity of the system and an effective way. Gupta (2013). Focusing on highlighting the critical role of IT in enhancing customer engagement experience, where E-CRM content is similar to CRM. The banking industry uses IT to facilitate the use of information, customer profiles, flow control, cost reduction, and maintenance of partnerships. Technologies, customers and processes three The components that ensure the success of banking operations in this constantly changing environment. E-CRM is the most important word in business today and is perceived as one of the most effective tools in the banking sector. So banks are struggling to expand their core customers. Singh and Cyrus (2014). Many companies have combined the concepts of CRM and knowledge management to better serve their customers and make use of such information effective. Others consider e-CRM as an Internet banking app and they are researching on this perspective Mousavian and Jalili (2017).
( Gonaris et al. 2003) have done research on the quality of banking services as a precondition for the quality of perceived services: an exploratory study in the banking industry, the result of this study has examined the factors affecting customer perceptions about banks' quality. And identify. Types of quality are: system quality, quality of information and quality of service.

communication channels :
respond quickly to customers' requests and supporting them (Alagheband 2006).

Relationship Quality:
Define communication quality as a customer's understanding of how to estimate expectations, forecasts, goals, and desires related to this whole relationship. This definition is based on the views of Rolow and Miller (1987) , Zeitamel and Crosby (1981). Henning-Thurau & Klee noted in 1997 that the quality of the relationship can be identified as the level of proper estimation of customer needs in this regard. As a result, this overall impression is formed by the fact that a customer has a complete relationship with a business firm It takes note of various deals. The quality of the relationship involves several key elements that express the overall nature of the relationship between companies and their customers. The main structures of the relationship quality As a result, the three most frequently identified structures are: Confidence, Satisfaction and Commitment.

Confidence:
Everything that can provide satisfaction and customer satisfaction. (Rezaian 1387). Confidence effects on the stability of the relationship and the overall quality of the relationship. Gröners pointed out in 1990 that it is important to ensure that high-quality relationships are created.

Satisfaction:
Satisfaction is a positive feeling that occurs in any person after the use of the goods or the receipt of services, if the goods and services received by the customer meet his expectations, he will feel satisfied if the level of service and the commodity is higher than the expectations of the customer, it will lead to dissatisfaction. (Rezaian 1387). Ostbrock and Grownorz (1994) defined customer satisfaction as a cognitive and emotional customer assessment based on their personal experiences across service flows in this regard. 1.2.5 loyalty, Maintenance, the tendency to compromise: E-CRM and customer loyalty. The advent of new technologies has led to a shift from CRM to E-CRM, and with increasing global penetration of the internet, e-CRM has become a more popular communication tool and relationship-building platform (Lam et al. 2013). Organizations, therefore, are keen to deploy different types of e-CRM strategies to attract, maintain, and enhance customer relationships, which contribute to loyalty and the organization's success (Chess Media Group and Lieberman, 2010; Yun and Good, 2007). However, relationship management is an initiative that requires commitment, strategic CRM tenets and a correct mindset in order for it to succeed (Govender, 2004). Tanveer (2009) postulates that e-CRM infrastructure provides support to valuable customers to remain loyal, since information stored in the e-CRM database assists an organization to look at the actual cost of attracting and retaining customers. The firm can also access new international customers and seize valuable data essential to the firm's competitiveness and market share (Harrigan, Ramsey and Ibbotson, 2009). Azila and Noor (2011) assert that the association between e-CRM and customer loyalty means that the more customers are satisfied, they repurchase and spread positive word-of-mouth about the service and the provider, which tends to result in longer relationships, trust in, and commitment to the service provider. As such, loyalty will continue to play crucial roles in the organization's competitiveness and profitability (Rahman, 2006). This is supported by some researchers (Gorondutse, Hilman and Nasidi, 2014; Hayes, 2008; Khan and Fasih, 2014; Olupot and Kituyi, 2013) who have suggested that e-CRM impacts on loyalty.

Theoretical framework (model development)
Zarean (2009) In his thesis entitled "Investigating the Role of Information Technology in the Establishment of E-CRM" (E-CRM), concluded that the information technology in CRM was used to evolve into E-CRM. In this way E-CRM does not market traditional marketing, but empowers it. One of these enablers is the IT tools that marketers can use to develop an online technology.
Shams (2006) concluded in his thesis titled "Electronical Customers Relationship Management, the Management Relationship Bridge for Business and Information Technology (ICT)" concluded that in today's competitive environment, organizations need to maintain their valuable customers in order to maintain competition. The method that can be used to reach customer loyalty is to provide them with personalized service. CRM now provides the customer with two types of services. Customer relationship management is a comprehensive approach that ensures to increase relationship with all customers. These customers include the Internet or electronic customers, members of distribution channels, and service providers.
Knowing each customer through the techniques of data warehousing and customer business strategy helps the organization actively sell more products and services to maintenance a good and loyal customer.
Moezi (2012) in his thesis titled "Correlation between the determinants of electronic customer relationship management system (E-CRM) and customer satisfaction in Golsar Fars sanity" From this research, Golsar Fars Company's decision makers have the ability to determine the correlation between the elements shown in the research framework and make more informed decisions for the future of the E-CRM system of the company, and, by examining the changes in each of the model variables, changing the rest of the variable. It is a promising signal that there is a positive and reliable correlation between (information quality) and (customer system performance and customer satisfaction). This point can be gleaned from Golsar Fars Company to further enhance the E-CRM system of the company and to find out A higher level of customer satisfaction What was the quality of investment information, as a more general conclusion, it can be said that by investing in E-CRM information and services, it could be expected to enhance the performance of a well-considered organization.

Tanweer (2009), in his thesis titled "Electronic Customer Relationship Management (CMS) in Online
Banking", aims to investigate how to Electronic Customer Relationship Management with banks using this tool, E-CRM, and how successful implementation this tool was in banks. A qualitative survey on both banks, one in Sweden and the other in Denmark, took a look at internal E-CRM measures. Results showed that banks use E-CRM for customer-friendly bulk, customer status descriptions, self-determination, interactions with one-to-one automated wafer The flow of financial data, such as collateral, which ultimately leads to a decline in revenue No performance and increase customer loyalty and more profitability.Also, employee training and customer feedback are considered key pillars of the successful implementation of E-CRM.
Sivares (2011) and his colleagues in a study entitled "The Impact of E-CRM (E-CRM) on the Quality and Consequences of Customer-Bank Relations" in Thailand, concluded that: a field study A complete survey of 684 Customers of Thai Business Banks. A special service pattern and a model of quality and relevance were created, verified and verified. The results analysis using Structural Equation Modeling (SEM) showed that the implementation of E-CRM in terms of statistics has a significant positive relationship with service features for the customer and the quality and outcome of bank-customer relations, as well as indirect impact on the quality and the consequence of the relationship through the service features for customers.
Eric & et all (2017) In his study titled "The relationship between e-CRM and customer loyalty: a Kenyan Commercial Bank case study" They obtained the following results: Since customer loyalty is key, especially in the highly competitive commercial banking environment, this article evaluated the effects of features of electronic customer relationship management (e-CRM) on customer loyalty. Using a cross-sectional survey design, data were collected from a convenience sample of customers of a major international Kenyan bank using self-administered questionnaires. The findings based on correlation and multiple regression analyses, revealed that pre-service, during (the) service and post transactional e-CRM features have a positive and significant relationship with loyalty, and that the pre-service and during the service features significantly predict loyalty. Thus, enhancing e-CRM practices could be a strategic competitive tool to impact the banks' relationship with their customers.
Farooqi &Khalid (2017) ) In his study titled" Effectiveness of e-CRM in Commercial Banks: Banker's Perspective" They obtained the following results: The e-CRM is perceived as one of the effective tool in the corporate sectors. This tool serves the customers in better way, retain valuable customers and enhance analytical capabilities of an organization. In today's competitive and technological era, commercial banks require to take necessary initiative on e-CRM to better optimize the values of customer relationship, coordinate marketing activities, and effective marketing and business by exploiting various information technology tools. In addition, e-CRM focuses on improving customer relationship and earning a large share of customer's business through consistent measurement, assessment and actionable customer-contact strategies. In this article, we have analyzed effectiveness of e-CRM in commercial bank from the perspective of bankers. We collected bankers' data from four commercial banks such as Oriental Bank of Commerce, HDFC, Union Bank of India and HSBC, and effectiveness of e-CRM in these banks has been analyzed. Based on different case analysis, we suggested necessary recommendations for bankers.
Mousavian & Jalili Ghasbeh (2017) ) In his study titled" Investigation of Relationship between E-Banking Industry Risks and Electronic Customer Relationship Management (E-CRM)" They obtained the following results: The advancement in ICT has forced banks into adopting electronic customer relationship management (E-CRM) to improve the relationship with customers in order to increase profits, achieve customer satisfaction and loyalty. The present research investigates the risks perceived by customers who have made purchases from bank websites and their relationships with relational dimension have been specified. In terms of goal, this is an applied study and in terms of data gathering method, it is a descriptive survey. Moreover, it is a correlation study in terms of relationship between variables. Statistical population of the study includes customers who use bank websites in Guilan province. Reliability and validity of the questionnaire was also investigated and confirmed. The questionnaires were distributed among 400 customers and finally 384 questionnaires were analyzed using correlation coefficient in SPSS and LISREL software packages. The results revealed that all perceived risks which were studied have relationship with customers' use of websites and successfulness of relational dimension of E-CRM. A negative beta coefficient demonstrated a negative relationship between customers' perceived risks and usage and successfulness of relational dimension of E-CRM.
According to the mentioned materials from past research, the independent variable of E-CRM is expected to have a positive and significant relationship with the degree of dependence variable of the quality and the consequence of customer relationships. Therefore, the conceptual model of the research is represented by the form (1).

.Methodology of research :
This research is considered to be an applied research in terms of its purpose. Based on the method of this research, it is a descriptive one, on the other hand, because we want to choose a sample from the subjects of research and the main tool for collecting data is distributed among the statistical sample and collected, this research is descriptive-correlation type .
In this research, the statistical population of all customers and users of electronic banking that have electronic communication with Private Bank Branches of Private Bank Branch in Tehran have been used. In this research, a simple random sampling method was used for sampling, and the sample size According to the statistical society are 388 people.
A questionnaire was used for this study. In this way, dimensions of E-CRM, quality and consequence of customer relationships are derived from the questionnaire of George & et all (2011) and Abdallah (2015). In this research, the questionnaire consists of 40 questions, 15% of sample women and 85% of men. The statistical population of the study was 46.9% in the age group of 25 to 35 years old. In terms of education, the majority of sample people have undergraduate studies. Respondents based on Internet access, mobile bank 39.9 and SMS Bank, are 35.7.
To assess the validity of the confirmatory factor analysis using the LISREL software and to assess the reliability of Cronbach's alpha with the help of the SPSS software The result shows the appropriate validity and reliability of the questionnaire, summarized in Table (3).

0.66
There is evidence that the bank's website security is sufficient.

0.50
There is a possibility to communicate and ask questions and requests via e-mail. The quality of the equipment and services of the bank will lead to a sense of security in the transactions.

0.65
Delivering services at reasonable cost, but not by reducing quality.

0.52
The presence of employees who have the knowledge and competence necessary to meet customer specific requests.

.Findings
In this study, hypothesis testing is performed using structural equation modeling using Laser software. One of the basic points in structural equation models, such as the measurement model (confirmatory factor analysis), is the fitting indices that can be relied upon and used when the model is appropriate. If the indexes of NFI, NNFI, and CFI are greater than 0.90 and RMSEA is less than 0.08, then fitting the model is appropriate .
All eight of the research hypotheses have a proper fit and positive effect. In Figures 2 and 3, the results of the standard coefficients and the direction of the structural model of the research have been shown.
In Table 4, fit indices and Table 5 summarize the results of testing the main and secondary hypotheses along with the regression coefficient and the partial index values of each hypothesis.    Rabbai (2013) confirmed the effect of e-CRM on customer loyalty. According to the results, in the banking system, customers are the main focus, and in fact all the work is to attract satisfaction and attraction; therefore, in the competitive environment between banks, banks are more successful, which can be more loyal to customers. On the other hand, in view of the customers becoming more sensitive to the provision of services by banks, they always want to provide better and better service. Ultimately, if the banking system wants to establish loyalty to customers, then it is necessary to maintain the customer's responsibility as its most important task. The banking system must consider its customers valuable assets and ask all its subsystems to use their best efforts to attract, maintain and loyal customers, since the likelihood of repeating and verifying the type of service by the customer is loyal to the customer; It is wise for the bank to regularly evaluate and evaluate the customer loyalty from their point of view.
The E-CRM in the Private Bank has a significant positive correlation with customer retention. The results of testing this hypothesis make it clear that the standard regression coefficient is bigger, so our hypothesis is confirmed; that is, the E-CRM in the Private Bank has a significant and significant effect on customer retention. This conclusion is consistent with the results of the studies by Sivaraks, Krairit, Tang, (2011) and Tanveer (2009). Considering the results of the sixth hypothesis, finally, if a banking system wants to establish customer loyalty, then it should be the duty of customer preservation to be considered as its most important task.The banking system must consider its customers valuable assets and ask all its subsystems to use their best efforts to attract, maintain and loyal customers, since the likelihood of repeating and verifying the type of service by the customer is loyal to the customer; It is wise to regularly assess and evaluate the bank's healthy banking competition in their own way.
The E-CRM in the Private Bank has a significant positive correlation with the willingness to compromise. The results of testing this hypothesis make it clear that the standard regression coefficient is bigger, so the hypothesis is confirmed; that is, the E-CRM in the Private Bank has a significant and significant effect on the willingness to compromise. This conclusion is consistent with the results of the study by Sivarax, Curarite and Tang (2011). According to the results of the review, time and speed in the relationship between e-bank and customer, an important issue is that the bank should work towards improving this feature. The bank constantly updates its software and hardware equipment, so that it can always serve customers at higher speeds, otherwise the risk of loss of customers will increase. In response to customer issues, it is imperative that e-mails be answered promptly so that customers believe that follow-up authorities are their issues.

Executive Suggestions
The findings of this study have interesting implications for the role of information technology manager, public relations and senior marketing manager of the bank. In the analytical review, the findings of this study resulted in the following recommendations: 1. The management of technology and information and public relations management of the bank should pay particular attention to the more precise design of the website of the bank. Therefore, it is possible to quickly and without the need for additional effort to use internet banking services. Different stages of Internet banking and customer relationship management, It must be designed in such a way that after each step, the user can easily and easily lead the next step. Whatever, It is easier to use the system, it accepts and communicates more easily and benefits its users. In fact, a step-by-step guide to using electronic and Internet services and increasing the number of e-customers requires the creation of culture through both the electronic channels and the bank's website, as well as through the bank's promotional and educational brochures available to customers, and most importantly Learning and transferring it through partners at Private Bank Branches can help to manage communication with electronic customers.
The government can also provide assistance by providing the necessary facilities to provide better electronic and Internet services at the right speed.
Also, the findings of this study for senior management of bank marketing, emphasize more on personalization, technologies Direct marketing is for sale and provides distinct services to the small and large market segments. This is important and possible in E-CRM, but more attention is needed to this specific issue. Where both the bank and the client benefit this relationship. In this regard, empowering customers, enhancing multichannel communication and interactivity One-to-one mortgaging and paying attention to specific segments of the market that are relevant to bank activities can be very effective.
The research results confirm the impact and importance of customer relationship management on satisfaction, loyalty and customer retention. Given the increasing competition in the banking sector and the need for more customer attention in the bank, it is recommended that the bank Develop and implement a comprehensive and integrated program for customer relationship management.

Research Limitations
In general, any research is subject to limitations that resolve it, affecting the accuracy of the research. Our research limitations are as follows: 1 .Any scientific research is subject to limitations. The researcher can not study the whole community due to time constraints, cost, and manpower. Also, because research is conducted in a limited time period, the behavior of the sample is measured only at that time. 2. Other limitations of the research can be the limitations of collecting research data using a questionnaire. Limitations like: Constraint indispensability of written questionnaires, impossibility to fully assess the accuracy of respondents, unwillingness of some respondents to cooperate. 3 .Lack of access to library resources due to the limited resources available in campuses. 4. Not generalizability of results to other organizations.

Suggestions for future research
Considering the issues that the researcher encountered in the research, the following topics are suggested for future studies: 1 .The study of the problems and obstacles leading to the implementation of the E-CRM in different parts of the Private Bank and a solution to solve it. 2 .Performing a similar study in other banks and comparing their findings and results. 3 .This research focused on the field of electronic customer relationship management in the banking industry, it is suggested that this research be done in other service industries such as the insurance industry, hotel industry, etc. 4. The study population of this reseaech was bank customers. In this study, the electronic customer relationship management and customer satisfaction was investigated. Therefore, it is suggested that in future studies, the attitude of managers and employees of the bank towards the electronic customer relationship management should be considered.