The Effects of E-Customer Relationship Management on Customers Trust and Commitment in Syrian Private Banks - A Field study at Syrian Private Banks in Syrian Coastal Area

This study aims at exploring the effect of E-customer relationship management ECRM marketing tactics (preferential treatment, tangible rewards, interpersonal communication, E-direct mail) on both customer trust and commitment of Syrian private banks in Syrian coastal area. The sample of this study withdrew randomly from the population of the study. The data collected through pre-designed questionnaire which was directed to those customers, and there were 324 valid questionnaires. The results of this study show that there is a positive relationship between E-CRM and customer trust, and there is a positive relationship between E-CRM and customer commitment, and also there is a positive direct impact of customers trust on their commitment. Finally this study recommends Syrian private banks to adapt E-CRM, and try to build a strong electronic relationships with their customers in a long term, which enhance their trust and commitment.