Improving customer satisfaction and implementing electronic customer relationship management e-CRM can help banks to gain their financial goals. Literature review shows lack of investigation on the relationship between e-CRM and brand personality. In this research, the influence of e-CRM on the online brand personality brand personality of website has been examined using structural equation modelling SEM in Mellat Bank as a well-known bank in Iran. The results imply that there is a positive and strong relationship between e-CRM services and brand personality.
['Arash Shahin', 'Mahshid Gharibpoor', 'Shirin Teymouri', 'Elham Bagheri Iraj']
Studying the influence of e-CRM on web-based brand personality - the case of Mellat Bank