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| Content Provider | IEEE Xplore Digital Library |
|---|---|
| Author | Sivaraks, P. Krairit, D. Esichaikul, V. |
| Copyright Year | 2010 |
| Description | Author affiliation: Asian Institute of Technology, School of Engineering and Technology, Pathumthani, Thailand (Esichaikul, V.) || Asian Institute of Technology, School of Management, Pathumthani, Thailand (Sivaraks, P.; Krairit, D.) |
| Abstract | This research attempts to examine and measure outcomes of e-CRM system implementation in the Thai Banking industry. The research is divided into two main sections. The first section is based on a qualitative approach to define e-CRM implementation in Thai banks. The second section uses a quantitative approach to determine the relationships between e-CRM implementation and outcomes from the customers' point of view. The contribution of this research lies in the fact that most e-CRM implementations are done in the back-office part, which cannot be directly seen or recognized by the customers, so a new construct called “e-CRM Service attribute” was introduced in this research in order to enable the measurement of e-CRM outcomes from the customers' perspectives. From the 13 constructs that have been collected from the literature, the exploratory factor analysis was performed and the results showed that the outcomes of e-CRM implementation from the customers' perspective can be grouped into three factors. The first one is the information factor, the second one is convenience and the third one is communication channel factor. In addition, the T-test was also employed to test the differences in e-CRM outcomes from the customers' perspectives between the customers of the banks that implemented e-CRM and those that did not. |
| Starting Page | 1 |
| Ending Page | 10 |
| File Size | 501846 |
| Page Count | 10 |
| File Format | |
| ISBN | 9781424482030 |
| Language | English |
| Publisher | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Publisher Date | 2010-07-18 |
| Publisher Place | Thailand |
| Access Restriction | Subscribed |
| Rights Holder | PICMET (Portland Intl conf on Manage |
| Subject Keyword | Interviews Banking Companies Consumer electronics Internet |
| Content Type | Text |
| Resource Type | Article |
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