Relationship between Customer Relation Management Performance and E-Banking Adoption : A Look at Malaysian Banking Industry

• Main Authors: Samsudin, Wahab, Nor Azila, Mohd Noor, Juhary, Ali, Kamaruzaman, Jusoff
• Format: Journal
• Language: English
• Published: 2009
• Subjects: HD28 Management. Industrial Management
• Online Access: http://ur.aeu.edu.my/470/1/Relatioship%20between%20Customer%20Relation%20Management%20Performance%20and%20E-Banking%20Adoption%3B%20A%20Look%20at%20Malaysian%20Banking%20Industry-2-8.pdf; http://ur.aeu.edu.my/470/
• Institution: Asia e University

This study seeks to identify the relationship between CRM performance and e-banking adoption. CRM performance is the process of value creation which results into the customer behavior intention (retain, repurchase, positive word of mouth), customer satisfaction and loyalty towards the product/brand. Despite of the popular practice of CRM in various industries, and particularly in banking, there is still lack of empirical studies, investigating to what extent the CRM performance influences on e-banking adoption. Hypothesized relationships were tested using survey responses from a sample of 307 lecturers at three public universities located in the northern states of Malaysia. The results which were compared with earlier findings illustrated that CRM performance does offer a positive influence on e-banking adoption and implications for further research were also being discussed.