Challenges and Opportunities of E-CRM Adoption in the Banking Sector: A Review of the Literature

Authors

  • Vaishali Devi Research Scholar, Deptt. of Commerce, Faculty of Management and Commerce, Baba Mastnath University, Asthal Bohar Rohtak Author
  • Prof. Anil Kanwa Professor, Deptt. of Management, Faculty of Management and Commerce, Baba Mastnath University, Asthal Bohar Rohtak Author

DOI:

https://doi.org/10.31305/trjtm2024.v04.n01.002

Keywords:

E-CRM, Banking Sector, Mobile Banking, Internet Banking

Abstract

This research paper explores the evolution and significance of Electronic Customer Relationship Management (E-CRM) in the banking sector. Initially established in the 1970s, CRM prioritized customer satisfaction over product innovation. E-CRM further revolutionized these principles by leveraging Information and Communication Technologies (ICT) to provide enhanced services and deepen customer relationships. This paper examines the challenges and benefits of implementing E-CRM practices in the banking industry, emphasizing its role in acquiring and retaining customers, while accommodating the changing expectations of modern consumers.

Author Biographies

  • Vaishali Devi, Research Scholar, Deptt. of Commerce, Faculty of Management and Commerce, Baba Mastnath University, Asthal Bohar Rohtak

    Vaishali Devi received his Bachelor of Commerce from PIG GCW Jind, Haryana, India and Master of Commerce from Govt. College Jind, Haryana, India. She is currently pursuing his Ph.D. Degree from Department of Commerce, Faculty of Management and Commerce from Baba Mastnath University, Rohtak. She is also currently working as Assistant Professor in Commerce at Govt. College Alewa (Jind) affiliated to Chaudhary Ranbir Singh University, Jind (Haryana). She is also a member of Board of Under graduate Studies, Department of Commerce of Chaudhary Ranbir Singh University, Jind (Haryana).

  • Prof. Anil Kanwa, Professor, Deptt. of Management, Faculty of Management and Commerce, Baba Mastnath University, Asthal Bohar Rohtak

    Dr Anil Kanwa acquired his Bachelor of Science degree from Maharshi Dayanand University, Rohtak, Haryana. He received his Masters in Business Administration from Birla Institute of Technology (Deemed University), Mesra, Ranchi. He obtained his M Phil in Management from Madurai Kamaraj University, Madurai, Tamil Nadu. He received his Ph D in Management from Maharshi Dayanand University Rohtak, Haryana.  He has worked as Head, Faculty of Business Studies, Hindu College, Sonepat, Haryana.  He has been member of UG Board of Studies in Management in Maharshi Dayanand University, Rohtak Haryana. Currently he is Dean, Faculty of Management and Commerce, Baba Mastnath University, Rohtak, Haryana.

Published

2024-03-31

Issue

Vol. 4 No. 1 (2024): TRJTM

Section

Articles

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How to Cite

Devi, V., & Kanwa, A. (2024). Challenges and Opportunities of E-CRM Adoption in the Banking Sector: A Review of the Literature. TECHNO REVIEW Journal of Technology and Management , 4(1), 18-28. https://doi.org/10.31305/trjtm2024.v04.n01.002