Abstract:
CRM holds a significant position in the banking industry as there a.re very little to
differentiate in banking industry in terms of the products and services available and
hence it comes to better customer services and strong relation of banks with its
customers that can differentiate them from their rivals in the industry. The objectives
of this study is to examine the level of E-customer relationship management, customer
experience and customer satisfaction, to examine the relationship between E-customer
relationship management, customer experience and customer satisfaction, to examine
the impact of E-customer relationships management on customer satisfaction and to
examine the impact of customer experience on customer satisfaction. To achieve these
objectives data was collected from 349 customers in state and private banks in Nuwara
Eliya district. The data were analyzed by using descriptive, correlation analyses and
multiple regression analysis. Based on the decision rule, indicates there is a high level
of E- CRM, customer experience and customer satisfaction of state bank and private
banks. And there is a statistically and strong positive relationship between E- CRM,
customer experience and customer satisfaction state bank and private banks.
Furthermore, there is a significant impact of E- CRM, customer experience and
customer satisfaction of state bank and private banks in Nuwara Eliya district
