The Role of Customer Relationship Management in the Implementation of E-Banking

This study assessed the role of customer relationship management in the implementation of e-banking. The main objectives of the study was to find out how customers perceive the level of CRM in the adoption of e-banking, how customers rate the levels of satisfaction of e-banking in the bank and how staff of the bank perceive the impact of CRM on customer satisfaction. The study revealed that customers were generally satisfied with e-banking services and that there was an impact of CRM on customer satisfaction and adoption of e-banking in the bank. It was recommended that customer needs should be incorporated into the services or products offered because it is better to satisfy and establish better relationships with customers than attracting new ones.The bank should also not only gather information, and then disseminate such information in order to improve on customer knowledge gained through repeated interactions, but should tailor their offerings to suit their customers’ requirements. The bank should take its customers through a series of process in knowledge, conviction, decision and confirmation before they are ready to adopt a product or service. The bank must also provide personalized customer service personnel to assist customers in performing transactions as well as providing specific value added service, which are currently not provided by the bank to help reduce customers’ reluctance to change. Interaction with the customer should also be a key aspect of the bank and this should comprise all actions designed to transform both prospective and actual client who enters into contact with the bank into active and effective customers.Validerat; 20140515 (global_studentproject_submitter