أثر إدارة العلاقة مع العملاء إلكترونيا على و لاء العملاء "بالتطبيق على عملاء المصارف في ولاية الخرطوم"

Abstract EN

This study aimed to identify the impact of electronic customer relationship management through its dimensions (quality of service, ease of use, personal communication, and returns and rewards) on customer loyalty through its dimensions (behavioral, attitude, and cognitive).

The study used the descriptive analytical method to test the non-probable (500) samples.

In order to test the hypotheses of the study it used the path analysis technique through using Smart Plus program.

The findings of the study indicated the existence of an effect between the dimensions of electronic customer relationship management and the dimensions of customer loyalty at different levels.

The study recommended that the banks should diversify rewards and bonuses offered by the banking application.