e-CRM Readiness in the Banking Industry

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.

Autorentext

Nermine holds a PhD degree in Engineering & Information Science (2010) from Middlesex University, London, UK. She had many publications in the field of in E-business, E-commerce application and Customer Relationship Management. These papers have been published in international conferences, well-known journals.