مقاله انگلیسی رایگان در مورد وفاداری مشتری و رضایت مشتری بانک – امرالد ۲۰۱۷

The use of internet-based transactions in developing nations has become an increasingly significant phenomenon in recent years (Amin, 2016; Larsson & Viitaoja, 2017; Wu, 2011), and the service experience is seemingly different from the nonelectronic service experience. By using the internet, bank customers are able to browse its website through any electronically connected device such as a computer, mobile phones, mobile tablets, etc., to search for information, conduct a transaction, ask questions, and raise queries. All of these experiences influence the customers’ expected and perceived service quality (Amin, 2016; Valmohammadi & Beladpas, 2014; Wu, 2011), and this in turn impacts their satisfaction and loyalty (Thakur, 2016; Zeithaml, Bitner & Gremler, 2012). However, to achieve the aforementioned results requires proper management of the relationships with customers. A shift from traditional customer relationship management (CRM) to electronic customer relationship management (e-CRM) occurred a few decades ago (Bahri-Ammari & Mraidi, 2016; Dhingra & Dhingra, 2013; Muro, Magutu & Getembe, 2013; Peštek & Lalović, ۲۰۱۲; Thuo, Kibera, K’Obonyo & Wainaina, 2011). e-CRM is described as the act of managing customer relationships electronically (Sujitha and Johnson, 2017) while enabling organisations to provide appropriate services and products that satisfy their customers thus enhancing their loyalty (Dolly & Pruthi, 2014; Dubihlela & Khosa, 2014; Harrigan, Ramsey & Ibbotson, 2012; Peshwe & Kothari, 2012). Basically, e-CRM is a strategic technology-centred relationship marketing business model, combining people activities, processes, electronic media (wireless and voice technologies) and traditional CRM with e-business applications (Abu-Shanab & Anagreh, 2015; Pourmand & Lari, 2016; Sivaraks, Kirairit & Tang, 2011). The Internet, multiple electronic technologies like fax, phone, emails and databases, facilitate the implementation of e-CRM as the attention is on a web-based interaction platform between the institution and their customers (Abdulfattah, 2012; Sivaraks et al., 2011). The relationship with the customer cannot therefore be realised on the Internet without an effective e-CRM (Lam, Cheung and Lau, 2013), commitment and a mindset in order for it to succeed, and an overarching strategic CRM ethos (Govender, 2004).