The Impact of E-CRM on Banks: A Bibliometric Analysis of Contributions (2004–2025)

Abstract

In the banking sector, where digitalization is profoundly reshaping customer relationships, E-CRM has emerged as a strategic lever to enhance both operational performance and relational value. This study analyzes forty-seven empirical contributions published between 2004 and 2025 in order to identify the effects of E-CRM in the banking sector and to better understand its drivers of effectiveness.

The analysis is based on the PRISMA methodological framework, applied to a search conducted on the SCOPUS database on April 5, 2025. Out of 561 documents identified, 47 meeting the inclusion criteria were selected for bibliometric analysis and in-depth content examination. Data processing was carried out using VOSviewer, employing techniques such as keyword co-occurrence and network mapping to highlight major themes and their interconnections. This selection and approach ensure scientific rigor and the relevance of the results presented.

The findings reveal five main dimensions: customer satisfaction, loyalty, banking performance, service quality, and relationship quality. Banking performance reflects gains in internal efficiency, cost control, and process optimization. Customer satisfaction is driven by accessibility, personalization, and responsiveness of services, illustrating a shift from a transactional logic to a relationship based on perceived value.

Furthermore, the quality of digital interactions plays a key role in brand loyalty, reinforcing banks’ competitiveness. Finally, service quality and relationship quality contribute to the creation of intangible value, particularly through reliability, speed, security, and trust. These findings highlight the central role of E-CRM as a strategic tool and open new avenues for research in a constantly evolving banking environment.

JEL Classification : L2, L25, M15, M31

Paper type: Theoretical Research