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Investigating the Correlation between Customer Retention Programs of CRM and Customer Retention in E-Banking Context

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Digital Enterprise and Information Systems (DEIS 2011)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 194))

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Abstract

In this study, considering different perspectives and concepts about customer relationship management (CRM), we try to investigate the significance of the correlation between each of the customer retention programs of CRM (loyalty programs, customer service, customization, and community) and customer retention. Data from 286 top bank managers of two governmental and two private Iranian bank branches were gathered in a field survey. The results of data analysis show the positive and significant correlation between each of the customer retention programs of CRM and customer retention. The study also finds the most significant correlation between customer service and customer retention.

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Author information

Authors and Affiliations

  1. Department of Business Administration, Technology, and Social Sciences, Division of Industrial Marketing and e-Commerce, Lulea University of Technology (LUT), Lulea, Sweden/IUC, Chabahar, Iran

    Alireza Nili

  2. Industrial Engineering Department, Faculty of Engineering, University of Tehran, Tehran, Iran

    Abbas Keramati

Authors
  1. Alireza Nili
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  2. Abbas Keramati
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Editor information

Editors and Affiliations

  1. London Metropolitan Business School, London Metropolitan Business University, Eden grove - EG4.06, N7 8EA, London, UK

    Ezendu Ariwa

  2. Information Systems Department, King Saud University, 11543, Riyadh, Saudi Arabia

    Eyas El-Qawasmeh

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© 2011 Springer-Verlag Berlin Heidelberg

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Nili, A., Keramati, A. (2011). Investigating the Correlation between Customer Retention Programs of CRM and Customer Retention in E-Banking Context. In: Ariwa, E., El-Qawasmeh, E. (eds) Digital Enterprise and Information Systems. DEIS 2011. Communications in Computer and Information Science, vol 194. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-22603-8_46

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  • DOI: https://doi.org/10.1007/978-3-642-22603-8_46

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-22602-1

  • Online ISBN: 978-3-642-22603-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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