Customer Retention Programs of CRM and Customer Retention in E-Banking

摘要

This study, consideringvarious viewpoints and concepts aboutcustomer relationship management (CRM), aims to propose a comprehensive set of customer retention programs of CRM (including customer service, loyally programs, customization, and online community) and describe the correlation between each of these programs and customer retention. In doing so, the empirical data collected by the means of the designed questionnaire distributed to the top managers working in e-banking sector of two private and two governmental Iranian bank branches were analyzed. The results of this analysis represent the positive and significant correlation between each of the customer retention programs of CRM and customer retention. Moreover, based on the findings of this research, among these programs, customer service has the most significant and customization has the lowest correlation with customer retention in e-banking of these banks.