Financial outcomes hypothesized through serially mediated combination of eCRM, eService quality and relationship quality: A digitalisation aspect in modern retail banking

The study focuses on the financial outcomes of banks rushing towards digitalisation to sustain the steep enhancement of digital applications in the financial services sector. Digitalisation (including electronic customer relationship management (eCRM), electronic service quality (eService quality), and relationship quality) relation with the financial outcomes has been explored to achieve the purpose of the current study. The survey method has been adopted in the study. The survey has been presented to Indian Banking customers (through email, WhatsApp, social media, and references) using electronic/virtual/digital banking services to ensure the collection of appropriate responses. In total, 569 responses have been received, and only 523 were found suitable for the study. Serial mediation has been used to test the model using the AMOS software. The study highlighted a significant relationship between the digitalisation and financial outcomes of the banks. The relationship between eCRM and financial outcomes is serially mediated by eService quality and relationship quality. In banks, eCRM relates to financial performance (Rad & Taleghani, 2015). However, banks need to understand that the service delivery and the relationship quality over the virtual systems need to be enhanced and sustained to achieve any significant impact on the financial outcomes.