أثر إدارة علاقات الزبائن الإلكترونية في بناء الصورة الذهنية للبنوك التجارية الأردنية

Abstract EN

This study aimed to identify the impact of E- customer relationship management in building the mental image, by determining the degree of influence of E- customer relationship management (E- participation, E- request, E- achievement, E- support) in building the mental image (mirror image, current desirable, optimal) for Jordanian commercial banks.

to achieve the objectives of the study, the descriptive analytical approach was relied upon, to chive objectives of the study data were collected, and d questionnaire eveloped consisting of (47) itemes which were distributed to the study sample, which consisted of (409) marketing and public relations employees.

In Jordanian commercial banks, they were selected by the comprehensive survey method and (372) valid questionnaires were retrieved for statistical analysis, and the statistical package (SPSS.

The results of the study showed that there is an effect of ECRM with its constructs (E- participation, E- application, E- fulfillment, E-support) on building the mental image with its constructs (mirror image, current, desired, optimal) in Jordanian commercial banks.

The researcher recommended the necessity of focusing on the electronic customer participation by reducing the commission on electronic banking services.