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Register a new userThe 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
إدارة علاقات العملاء الإلكترونية و تأثيرها على درجة ثقة عملاء المصارف السورية الخاصة و التزامهم تجاهها - دراسة ميدانية على المصارف الخاصة في الساحل السوري
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هدفت هذه الدراسة إلى اكتشاف تأثير تبني التكتيكات التسويقية لإدارة علاقات العملاء الإلكترونية الآتية: (المعاملة التفضيلية، العوائد المادية الملموسة، الاتصالات الشخصية، البريد الالكتروني المباشر) في المصارف السورية الخاصة في الساحل السوري على كل من ثقة عملاء هذه المصارف و التزامهم تجاهها، و ذلك من وجهة نظر عملاء هذه المصارف في هذا الموضوع. اعتمدت هذه الدراسة على الأسلوب الوصفي التحليلي، و قد تمّ الاعتماد على الاستبيان لجمع البيانات المطلوبة لأغراض التحليل الإحصائي، حيث بلغ عدد الاستبيانات الخاضعة للتحليل الإحصائي 324 استبيان. أكدت هذه الدراسة على وجود علاقة إيجابية معنوية مباشرة بين إدارة علاقات العملاء الإلكترونية في المصارف محل الدراسة و بين كل من درجة ثقة عملائها بها و التزامهم تجاهها، كما أكدت أيضاً على العلاقة الإيجابية المعنوية المباشرة بين الثقة و الالتزام لدى العملاء. و خلصت هذه الدراسة إلى مجموعة من التوصيات تؤكد على أهمية بناء علاقات إلكترونية معتمدة على الوسائل التكنولوجية الحديثة في بناء علاقات مستمرة ذات طابع طويل الأجل تعمل على تعزيز الشعور بالراحة و الثقة عند العملاء، و تزيد من درجة التزامهم تجاه المصارف التي يتعاملون معها.
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.
References used
ANDERSON, P.H. Relationship marketing and brand involvement of professionals through web- enhanced brand communities: The case of Coloplast. Industrial Marketing Management, Vol. 34, 2005, 39–51
BERRY, L.L. Relationship marketing of services-growing interest emerging perspectives. Journal of the Academy of Marketing Science, Vol. 23, No. 4, 1995, 236- 245
DELAFROOZ, N; TALEGHANI, M; KHORRAMDARE, D.Y. Effects of ECRM on Customer–Bank Relationship Quality and Outcomes. International Journal of Science Innovations and Discoveries, Vol. 3, Issue. 3, 2013, 399-412
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This study aims at discovering the mediating role of switching costs in the relationship
between adapting the three relationship marketing programs (financial programs, social programs,
structural programs) and customers loyalty of Syrian private b
anks in Syrian costal 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. This study finds that
there is a positive impact of the three relationship marketing programs (financial programs, social
programs, structural programs) on both customers loyalty and switching costs, which in turn have a
positive impact on customers loyalty. The perceived switching costs play a mediating role in the
relationship between relationship marketing programs and customers loyalty. This study
recommends Syrian private banks to build a strong relationships with their customers in a long
term by adapting the three relationship marketing programs.
Customer Retention Management (CRM) provides a strong competitive advantage for
the organization to stay in the market. It helps management to track customer interactions
with the organization and allows employees access to all customer,s previous
information;
CRM gains its importance by creating a strategic vision to achieve the organization's goals
of maintaining customers and reaching loyalty through integration with marketing policies
and product development To increase the sales of the organization and to make offers that
attract the target customer and interact with him in a way that ensures its preservation.
The aim of the study is to define the reality of the application of CRM during the crisis
period )8402-8400( in the Syrian private banks in Lattakia, and study the dimensions of
customer relationship management in these banks, and then study the impact of these
dimensions on the performance indicators that were measured through indicators of
profitability, customer complaints, strong relationships with customers, customer
satisfaction and loyalty. In order to achieve this, two main hypotheses were formulated.
The researcher used the questionnaire technique to collect the data analyzed using
statistical tests, the most important of which were the one-sample t. test, and the Pearson
Correlation test. The researcher has reached several results, the most important of which is:
a good evaluation of the availability of CRM dimensions in the studied banks, and there is
a positive relationship between these dimensions and performance.
knowledge management
إدارة المعرفة
المصارف الخاصة
private banks
ولاء العملاء
customer loyalty
رضا العملاء
customer satisfaction
محافظة اللاذقية
إدارة علاقات العملاء
العملاء المربحين
تكنولوجيا إدارة علاقات العملاء
Customer Relationship Management
key Customer
CRM Technology
Lattakia Provenance
المزيد..
The objective of this study is to assess the reality of the professional commitment of
the employees in the private commercial banks in lattakia Governorate, The researchers
identified three types of functional commitment, which included both Affec
tive
commitment, Continuance commitment, and Normative commitment.
The researchers distributed a questionnaire to a random sample of 77 workers. Each
questionnaire included 24 phrases that measured the three types of commitment. They
calculated the Cronbach's Alpha coefficient to measure the stability of the scale, The t-test
was used for one sample to test the hypotheses, The researchers found results showing high
degrees of functional commitment of all three types, but at varying degrees, where the
mean of the responses on the expressions that measured the three types of commitment was
Greater than the mean neutrality of the scale.
The reseearch studied institutional advertising and its effect on clients’ satisfaction.
The research gave suggestions to the Syrian banks that help banks choose the most
effective type of institutional advertising in order to reach a high level of
clients’
satisfaction. Descriptive statics were used to test the hypothesis and to describe the
relationship between variables. Previous studies in this field were reviewed. Primary data
were collected through conducting a questionnaire on a sample of (210) clients of private
and public banks. The questionnaire was to measure both the dependent variable (clients’
satisfaction), and the independent variable (institutional advertising).
The research found the following results:
1- There is a statistically significant influence between institutional advertising and
clients’ satisfaction.
2- Institutional advertising accounts only to (43.7%) of the changes in the clients’
satisfaction.
3- There is a statistically significant influence of the type of institutional advertising
used on clients’ satisfaction.
5- Institutional advertising that supports a cause has the most significant influence on the
satisfaction of banks’ clients, followed by institutional advertising that promotes a
positive image of the bank.
Credit risk management is one of the important topics in the banking sector and it is
considered As an essential and decisive and proactive factor to reduce losses and earn an
acceptable level of return to its shareholders. The objective of researc
h to study the impact
of credit risk management on the rate of return on equity in private banks in Syria and the
nature of this effect.
To achieve the goal of the search a Convenience sample was selected from private banks in
Syria for which financial reports and risk management reports were available.
The search results showed There is no statistically significant relationship between credit
risk management and rate of return on equity in private banks in Syria in that time period
At a significant level of 5% . but there is a statistically significant relationship between
credit risk management and return on equity if the hypothesis is tested at a significant level
of 10%. The results also showed a statistically significant relationship between the rate of
non-performing loans and the rate of return on equity , And The capital adequacy ratio
negatively affects the rate of return on equity.
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