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Policymaking to Enhance Customer Loyalty by E-CRM
Abstract
This chapter is about using the methodology of system dynamics for the analysis of the effect of electronic customer relationship management (e-CRM) on customer loyalty in the banking industry. For this purpose, after reviewing the existing theoretical literature, a research model including factors describing e-CRM in the bank based on the system dynamics approach is determined. Afterward, according to views of two major decision makers of one of the branches of the Iranian Tejarat Bank, causal loop diagrams and dynamic models of the system are defined that make it possible to describe trends of the past, present, and future of the e-CRM and customer loyalty in the bank. After verifying the validity of the model with the test of model structure, the test of model behavior, and test of policy implications, policies are described and explained.
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