A Measurement Framework for e-CRM in Banking: Exploratory – Confirmatory Factor Analysis

Abstract

The rapid digital transformation has increased rivalry in the banking industry, posing significant challenges in customer acquisition and retention. To flourish in a fiercely competitive environment, banks must maintain strong customer relationships and adapt to ever-changing demands while leveraging intelligent digital technologies. The primary aim of this study is to create and validate context-specific scales that assess electronic customer relationship management (e-CRM). The study used sequential exploratory mixed-methods techniques which began with conducting in-depth interviews of six (6) clients and six (6) bank personnel. Insights from these interviews guided the development of 82 item statements capturing the different attributes behind e-CRM. Next, Exploratory Factor Analysis was performed on an adequate sample size (n=410), showing the framework of six factors: Smart Service Accessibility, Dependable Banking Experience, User Access Assurance, Secure System Performance, Convenient Digital Engagement, and Easy-Access Account Management. Furthermore, the final model exhibits strong fit indices, based on Confirmatory Factor Analysis (n=300), indicating the robustness of two-factor structure and has good convergent validity. Overall, the results confirmed the made scale is psychometrically valid and successfully measures the effectiveness of e-CRM. The evaluated instrument is a useful resource for researchers, scholars, and educators who want to understand the features of e-CRM in banking institutions. Moreover, this research helps achieve the United Nations Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure) by prioritizing digital revolution, efficient customer management, and innovation in financial services. Future studies scholars may expand the geographical scope beyond a single region to validate the framework’s applicability across varied cultural and economic landscapes. There is also a critical need to investigate how these e-CRM dimensions influence long-term user loyalty and satisfaction, moving beyond structural validation toward examining behavioral outcomes.