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Introduction
The service sector is witnessing a significant expansion in today’s market place, in terms of its size and its use of advanced technology in both developed and emerging countries (Lovelock and Wirtz, 2011). Rapid development in information technology (IT) allows service businesses to be significantly developed and improved within service processes and operations. The banking sector is one of the main services affecting the market place. A strong banking sector is very important for stimulating economic growth and maintaining the financial stability of a country (Alalwan et al., 2015).
In Jordan, in the Middle East, the banking sector, as in many countries, is one of the main pillars of the Jordanian economy. The Jordanian banking sector contributed to around 18.8 per cent of the gross domestic product at market prices in the second quarter of 2015 (Awraq Investment, 2015; Alalwan et al., 2015). Hence, the banking sector is motivated by the development of the technology and information systems (IS) revolution, increasing profitability by attracting more customers and retaining existing ones by providing a quality service and meeting customers’ expectations (Alalwan et al., 2015). In addition to the IS revolution, which has increased the profitability of many banks in the Middle Eastern area, banks are trying to retain their customers by adopting customer-centric approaches that gain their trust and satisfaction (Sadek et al., 2011).
Attracting new customers is more expensive than retaining existing ones. Banks are orientated to acquire the loyalty of their existing customers as it is critical for business continuity with growing granted profit. Banks should satisfy their customers’ expectations to increase their loyalty, by seeking effective and efficient management strategies (Rootman et al., 2008). The most important aspect of any successful bank is “the customer”. Therefore, banks must meet their customers’ expectations by maintaining a strong and long relationship with them, and properly manage their data using efficient and effective methods. Electronic customer relationship management (ECRM) helps banks to serve their clients in an improved way, by managing and categorising their data (Alalwan et al., 2015).
Many researchers have explained the benefits of ECRM applications to banks and their customers. For example, Bezovski and Hussain (2016) discovered that ECRM has reduced workload and administrative costs, increased...