E-customer relationship management readiness in the banking industry: the case of Egypt

This study explores social and technical aspects of the electronic Customer Relationship Management (e-CRM) in Egypt. A pragmatic research approach using mixed methods with a range of stakeholders was employed.
A framework is drawn in order to identify the main factors affecting e-CRM readiness in the Egyptian banking industry. In order to better understand the problem at hand, three different structured questionnaires were devised to survey a large number of bank employees and users. Data collected was analysed statistically using SPSS. Semi-structured interviews were also conducted with a small number of decision makers at five different banks, which allowed a more penetrating study in Egyptian banking industry.
Quantitative method was used through distributing a questionnaire to employees in five banks. Data obtained from the questionnaire was triangulated with data gathered from other sources: interviews with branch managers and observations. Findings of the empirical research were evaluated against the framework suggested in the beginning leading to a final framework that assesses e-CRM readiness in banking industry. Findings revealed that the use of technology, organisational culture, corporate strategy and customer perceptions affect e-CRM readiness while the employees’ perception does not affect e-CRM readiness. The interpretation of the results illustrated that organisational culture and corporate strategy have a strong effect one-CRM readiness, whereas use of technology has a modest effect on it.
The investigation was conducted mainly in Alexandria, as the second main city in Egypt. From the data analysis, supported by a review of literature, a revised framework was generated. When results were brought together, similarities and differences between employees, customers and bank managers helped the researcher better understand the problem at hand, derive conclusions and make recommendations to the main stakeholders, which would help promote and enhance the e-CRM in Egypt.