Major Antecedents of Electronic Customer Relationship Management (E-CRM) Studies in the Indian Banking Sector : A Systematic Review
DOI:
https://doi.org/10.17010/ijom/2023/v53/i10/170594Keywords:
e-CRM
, electronic customer relationship management, Indian banking sector, systematic review, antecedentsPaper Submission Date
, September 15, 2022, Paper sent back for Revision, May 19, 2023, Paper Acceptance Date, June 25, Paper Published Online, October 15, 2023Abstract
Purpose: Through a comprehensive literature review using PRISMA criteria, the current study identified the primary antecedents of electronic customer relationship management (e-CRM) employed by prior studies across the Indian banking sector.
Methodology: The authors systematically reviewed peer-reviewed articles in the context of Indian banking. The study followed the PRISMA standards. Related keywords are improved and tested against various databases. Thirty-three research articles were considered for review after meeting the eligibility criteria.
Findings: The study highlighted customer perception and satisfaction as the significant antecedents of e-CRM research for the Indian banking sector. Additionally, the study showed more studies on the customer’s perspective than the banker’s perspective. Only a few studies used qualitative approaches in the context of e-CRM research.
Practical Implications: This study examined the evolution of e-CRM research in the Indian banking setting in terms of study categories, important antecedents, study kinds, data collection methods, sample sizes, and under and over-researched areas.
Originality: The study appeared to be the first of its kind for the Indian banking sector, adding new knowledge to the body of literature on e-CRM by taking into consideration the synthesis and summarization of the significant antecedents used across all the empirical studies of e-CRM in the Indian banking sector through systematic literature review.
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