e-CRM Readiness in the Banking Industry

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A Case of Egypt

This study explores electronic Customer Relationship Management (e-CRM) in Egypt.

A pragmatic research approach was employed.

A framework is drawn in order to identify the main factors affecting e-CRM readiness in the Egyptian banking industry.

In order to better understand the problem at hand, three different structured questionnaires were devised to survey a large number of bank employees and users.

Data collected was analysed statistically using SPSS.

Semi-structured interviews were also conducted with a small number of decision makers at five different banks, which allowed a more penetrating study in Egyptian banking industry.

Quantitative method was used through distributing a questionnaire to employees in five banks.

Data obtained from the questionnaire was triangulated with data gathered from other sources: interviews with branch managers and observations.

Findings of the empirical research were evaluated against the framework suggested in the beginning leading to a final framework that assesses e-CRM readiness in banking industry.

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