Assessing the impact of Successful Implementation of e-CRM to effective customer relationships in commercial banks of Vietnam

Abstract

For loyal customers, in addition to raising the quality of products and services, the bank also needs to develop and
continuously improve the relationship with customers. Having good relationships with customers, banks will certainly
win more advantages in the market, especially in terms of increasing brand value. Therefore, how to improve the
efficiency of customer relationships is a major challenge posed to commercial banks (CBs) in Vietnam. Developing
successfully solutions Electric Customer Relationship Managemet (eCRM) in banks is expected to be the optimal solution
and increase their ability to understand their customers by better approaches, thereby improving the competitiveness
of the bank. This study uses Structural Equation Modeling (SEM) for evaluation, testing the influence of Successful
Implementation of e-CRM to effective customer relationships in the commercial banks of Vietnam. The results determine
the model with the appropriate parameters: P = 0.000 (Chi-square / df = 2.447; CFI = 0.965; TLI = 0.951; GFI = 9.55>
0.9 and RMSEA = 0.069 <0, 08)