an ecrm model for banking industry in iran

ecrm (electronic customer relationship management) systems focus on using the web-site as the main interaction channel for businesses to simulate an old fashioned one-to-one direct relationship—high touch—with customers. the purpose of this paper is to propose a model for the relationship between ecrm and e-loyalty by conceptualizing that e-loyalty is influenced by e-satisfaction and e-trust. to examine the model a descriptive survey was applied. the survey sample population consisted of 513 randomly taken e-banking service users in the city of tehran, according to a cluster random sampling skim. an important part of the results revealed trust beliefs relate positively with satisfaction and loyalty among e-banking customers.