Investigating the Correlation between Customer Retention Programs of CRM and Customer Retention in E-Banking Context

  • Alireza Nili
  • Abbas Keramati
Part of the Communications in Computer and Information Science book series (CCIS, volume 194)


In this study, considering different perspectives and concepts about customer relationship management (CRM), we try to investigate the significance of the correlation between each of the customer retention programs of CRM (loyalty programs, customer service, customization, and community) and customer retention. Data from 286 top bank managers of two governmental and two private Iranian bank branches were gathered in a field survey. The results of data analysis show the positive and significant correlation between each of the customer retention programs of CRM and customer retention. The study also finds the most significant correlation between customer service and customer retention.


Customer relationship management CRM customer retention programs customer retention electronic banking 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Dimitriadis, S., Stevens, E.: Integrated customer relationship management for service activities An internal/external gap model. Managing Service Quality 18(5), 496–511 (2008)CrossRefGoogle Scholar
  2. 2.
    Lindgreen, A., Davis, R., Brodie, R.J., Buchanan-Oliver, M.: Pluralism in contemporary marketing practices. International Journal of Bank Marketing 18(6), 294–308 (2000)CrossRefGoogle Scholar
  3. 3.
    Ang, L., Buttle, F.: Customer retention management processes: A quantitative study. European Journal of Marketing 40(1/2), 83–99 (2006)CrossRefGoogle Scholar
  4. 4.
    Becker, J.U., Greve, G., Albers, S.: The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention. Intern. J. of Research in Marketing 26, 207–215 (2009)CrossRefGoogle Scholar
  5. 5.
    Blery, E., Michalakopoulos, M.: Customer relationship management: A case study of a Greek bank. Journal of Financial Services Marketing 11(2), 116–124 (2006)CrossRefGoogle Scholar
  6. 6.
    Juan, L., Yan, L.: Dimensions and influencing factors of customer loyalty in the intermittent service industry. Front. Bus. Res. China 3(1), 63–78 (2009)CrossRefGoogle Scholar
  7. 7.
    Kim, H.S., Kim, Y.G., Park, C.W.: Integration of firm’s resource and capability to implement enterprise CRM: A case study of a retail bank in Korea. Decision Support Systems 48, 313–322 (2010)CrossRefGoogle Scholar
  8. 8.
    Melville, N., Kraemer, K., Gurbaxani, V.: Information technology and organizational performance: An integrative model of IT business value. MIS Quarterly 28(2), 283–322 (2004)Google Scholar
  9. 9.
    Winer, R.S.: A framework for customer relationship management. California Management Review 43(4), 89–105 (2001)CrossRefGoogle Scholar
  10. 10.
    Zablah, A.R., Bellenger, D.N., Johnston, W.J.: Customer relationship management implementation gaps. Journal of Personal Selling & Sales Management XXIV(4), 279–295 (2004)Google Scholar
  11. 11.
    Chan, J.O.: Toward a unified view of customer relationship management. The Journal of American Academy of Business, 32–38 (2005)Google Scholar
  12. 12.
    Dominic, P.D.D., Goh, K.N., Wong, D., Chen, Y.Y.: The importance of service quality for competitive advantage – with special reference to industrial product. International Journal of Business Information Systems 6(3), 378–397 (2010)CrossRefGoogle Scholar
  13. 13.
    Mithas, S., Ramasubbu, N., Krishnan, M., Fornell, C.: Designing web sites for customer loyalty across business domains: A multilevel analysis. Journal of Management Information Systems 23(3), 97–127 (2007)CrossRefGoogle Scholar
  14. 14.
    Chou, D.C., Chou, A.Y.: Integrating change management and change auditing into information technology consulting practice. International Journal of Information Systems and Change Management 4(1), 15–41 (2009)CrossRefGoogle Scholar
  15. 15.
    Chou, D.C., Chou, A.Y.: The complementary role of business process reengineering and information technology to total quality management practices. International Journal of Information Systems and Change Management 2(1), 21–29 (2007)CrossRefGoogle Scholar
  16. 16.
    Al-Karaghouli, W., Fadare, E.B.: The impact of information lifecycle management process in the Nigerian financial sector. International Journal of Business Information Systems 6(1), 111–132 (2010)CrossRefGoogle Scholar
  17. 17.
    Badamas, M.A.: Critical issues in the management of information systems in Nigeria: an empirical study. International Journal of Business Information Systems 3(1), 63–72 (2008)CrossRefGoogle Scholar
  18. 18.
    Alikhanzadeh, A.: Electronic banking. Olume Rayaneh, Babol (2008)Google Scholar
  19. 19.
    Azar, A., Momeni, M.: Statistics and its application in management, 2nd edn. Samt, Tehran (2005)Google Scholar
  20. 20.
    Jianhong, Z., Yi, X.: Design of Customer Relationship Management Systems Based on Data Mining. In: The 2008 International Symposium on Electronic Commerce and Security (ISECS 2008), pp. 722–725. IEEE Computer Society, Washington, DC (2008)CrossRefGoogle Scholar
  21. 21.
    Ghahfarokhi, A.D., Zakaria, M.S.: The impact of CRM on customer retention in Malaysia. In: The International Conference on Electrical Engineering and Informatics, Selangor, pp. 309–313 (2009)Google Scholar
  22. 22.
    Keramati, A., Mehrabi, H., Mousakhani, M.: The role of human, organization and technology in building competitive advantage with CRM: the case of Iranian internet service industry. In: The IEEE International Conference on Industrial Informatics (INDIN 2008), DCC, Daejeon, Korea, pp. 1279–1284 (2008)Google Scholar
  23. 23.
    Perumal, S.A.: Biometrics for Effective CRM in E-commerce. In: 2009 International Conference on Information and Financial Engineering (ICIFE 2009), pp. 104–107. IEEE Computer Society, Washington, DC (2009)CrossRefGoogle Scholar
  24. 24.
    Huang, Y., Wang, J.: Services-oriented CRM system and enabling technologies for insurance enterprises. In: 2009 Second International Workshop on Knowledge Discovery and Data Mining (WKDD 2009), pp. 737–740. IEEE Computer Society, Washington, DC (2009)CrossRefGoogle Scholar
  25. 25.
    Zhang, Z., Zhang, Z., Wang, Y.: The Research on Information Resources Management Framework for Enterprise. In: The 2008 International Seminar on Business and Information Management (ISBIM 2008), vol. 02, pp. 478–481. IEEE Computer Society, Washington, DC (2008)CrossRefGoogle Scholar
  26. 26.
    Bank and Insurance manifest agency (2010),

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Alireza Nili
    • 1
  • Abbas Keramati
    • 2
  1. 1.Department of Business Administration, Technology, and Social Sciences, Division of Industrial Marketing and e-CommerceLulea University of Technology (LUT), Lulea, Sweden/IUCChabaharIran
  2. 2.Industrial Engineering Department, Faculty of EngineeringUniversity of TehranTehranIran

Personalised recommendations