e-CRM, relationship quality and outcomes in the banking industry | |
| Author | Phavaphan Sivaraks |
| Call Number | AIT Diss. no.SM-12-02 |
| Subject(s) | Customer services Customer relations--Management Electronic commerce Banks and banking--Marketing |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management of Technology |
| Publisher | Asian Institute of Technology |
| Abstract | This research attempts to examine and measure outcomes of e-CRM system implementation in the Thai banking industry. The research is divided into two main sections. The first section is based on a qualitat ive approach to define e-CRM implementation in Thai banks. The second section u ses a quantitative approach to determine the effect of e-CRM implementation on rel ationship quality and outcomes from the customers’ point of view. The contribution of this research lies on the fact that most e-CRM implementations are done in the back-office part, which cannot be direc tly seen or recognized by customers, so a new called “Customer-based service attributes” wa s introduced in this research in order to enable the measurement of e-CRM outcomes from cu stomers’ perspectives. From the 13 structures that have been compiled from the literat ure, the exploratory factor analysis was performed and the results showed that the outcomes of e-CRM implementation from customers’ perspective can be grouped into three fa ctors. The first one is the information factor, the second one convenience and the third on e communication channel factor. In addition, the T-test was also employed to test the differences in each customer-based service attribute between customers of banks that i mplemented e-CRM and those that did not. Finally, SEM results illustrated the direct an d indirect effect of e-CRM on relationship quality and outcomes through customer-based service attributes |
| Year | 2012 |
| Type | Dissertation |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Donyaprueth Krairit |
| Examination Committee(s) | Do Ba Khang;Vatchara porn Esichaikul; |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2012 |