An eCRM model for banking industry in Iran

Ecrm (electronic customer relationship management) systems focus on using the web-site as the main interaction channel for businesses to simulate an old fashioned one-to-one direct relationship-high touch-with customers. the purpose of this paper is to propose a model for the relationship between ecrm and e-ioyalty by conceptualizing that e-ioyalty is influenced bye-satisfaction and e-trust. to examine the model a descriptive survey was applied. the survey sample population consisted of 513 randomly taken e-banking service users in the city of tehran, according to a cluster random sampling skim. an important part of the results revealed trust beliefs relate positively with satisfaction and loyalty among e-banking customers.