Relationship between E-CRM, Customer Experience, Customer Satisfaction and Customer Loyalty in Banking Industry: A Review of Literature

Rapid advances in Information and Communication Technologies (ICTs) have led to the development of Electronic customer relationship management (E-CRM). E-CRM encompasses all the customer relationship management functions with the use of internet. The main purpose of E-CRM is not only to bring changes in the marketing domain but to also improve company’s efficiency in building and managing customer relationships, improving customers’ services and retaining them to increase their profitability. The purpose of this paper is to review the extant literature on the relationship between the four variables i.e. E-CRM, customer experience, customer satisfaction and customer loyalty in context of banking industry. The literature published from period 2002 to 2019 has been used to review the relationship between the four variables. The summary of the findings revealed that though there are significant and positive relationships between these four variables but the relationship between E-CRM and customer experience has not been clearly explored in the extant literature. Academicians, researchers and practitioners can use this research as base paper to have a broader perspective of most research areas and tools used in E-CRM analyses and its impact on customer’s outlook.