IMPACT OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (E-CRM) ON THE PERFORMANCE OF COMMERCIAL BANKS IN THE WILAYA OF M’SILA

Abstract

This study aimed at examining the impact of electronic customer relationship management (E-CRM) on the performance of commercial banks in the Wilaya of M’Sila. The objective of this research is achieved through a questionnaire which was distributed to a convenience sample of 85 employees working in commercial banks in M’Sila, with 80 valid responses retrieved for statistical analysis. The data were analyzed using the Statistical Package for the Social Sciences (SPSS). The findings revealed that the dimensions of electronic customer relationship management (customer attraction, customer retention, and relationship sustainability) have a statistically significant impact on the performance of commercial banks in M’Sila.