Title: Influence of Electronic Customer Relationship Management e-CRM on Customer Satisfaction in Commercial Banks in Akure Metropolis Ondo State
Author(s): Omonori, Abayomi Adedayo; Akindele Akinade Frederick
Publication Year: 2022; Volume 17, Issue 1, pages 230-238

Banks have transitioned from CRM Customer Relationship Management to e-CRMrnElectronic Customer Relationship Management as a result of new technologies and changingrnconsumer expectations. This is in response to the changing business environment especiallyrnthe technology environment. Failure to change is a risk of extinction as customers may berndissatisfied and lost to competitors who are abreast of time and business may fail. This studyrntherefore studied the level of customer satisfaction effectiveness of e-CRM as well as therninfluence of e-CRM on customer satisfaction in commercial banks in Akure metropolis in OndornState. A survey research design was adopted. .A self-administered questionnaire was used torncollect primary data from 384 customers using convenience sampling. The findings revealedrnthat e-CRM positively and significantly influenced Customer Satisfaction in Akure metropolisrnof Ondo State with a P value of 0.000 p0.05. Also on a 5-point scale the level of customerrnsatisfaction is high with an average mean of 3.42 and e-CRM is found effective with an overallrnmean of 3.46. The study concluded that Since e-CRM Application positively and significantlyrninfluence customer satisfaction the bank managers should ensure further enhancement of thernavailable e-CRM applications to make it more robust and further improve on the level ofrncustomer satisfaction in the banks.