The Antecedents of Customer Relationship in E-Banking Industry

It is learned that TR has a significant impact on CRM and RQ, and CRM has significant influences on RQ.

Abstract

The present study investigates (1) the effect of the bank customer's personal factors (gender, age, educational background) on their perception of their technology readiness (TR), customer relationship management (CRM) of the financial services and relationship quality (RQ) with the bank, and (2) the relationships among TR, CRM, and RQ. This study conducts an empirical study of customers from 12 local banks (n = 713) in Taiwan. Results show that personal factors significantly influence TR and CRM. The study also learns that TR has a significant impact on CRM and RQ, and CRM has significant influences on RQ.