Exploring electronic loyalty antecedents in Egyptian commercial banks; Electronic customer relationship management and banking electronic satisfaction
Identifying factors that influence customer's e loyalty is paramount for commercial banks to develop successful marketing strategies to form a broad base of customers that practice online transaction. So, this study aimed to investigate the impact of Electronic Customer Relationship Management (E CRM) dimensions (customization strategy, electronic communication channels) on Electronic loyalty of customers through electronic banking satisfaction as a mediator Variable in Egyptian commercial banks. A quantitative approach was followed using questionnaire, the sample consisted of 370 customers practicing online transaction. Data were collected from a convenience sample; a questionnaire was pretested using confirmatory factor analysis to assess the measurement model. Structural equation modeling was performed to examine the relation between latent variables. The study concluded: that the changing customer dynamic in Egyptian commercial banks is being driven by the move away from physical bank branches a phenomenon drive by the need to reduce costs, a significant correlation between the of E CRM and intention to repeat electronic transactions and providing positive words of mouth, thus achieving electronic loyalty, and the electronic banking satisfaction is not a mediator in influencing the relationship between E CRM dimensions and providing positive Words of mouth and intention to Repeat electronic transactions. So, managers will likely increase Eloyalty of customers by improving contact with customers and balancing their needs and Services customization to them, predisposing positively customer's attitudes towards the banks. Corresponding author: Hadeer Helal M. Rashwan Email addresses for the corresponding author: hadeerhelal2020@gmail.com First submission received: 8th April 2020 Revised submission received: 20th April 2020 Accepted: 23rd April 2020