Conceptualizing e-CRM as a Strategic Tool in Digital Banking Transformation

Abstract: This conceptual paper explores the strategic role of electronic Customer Relationship Management (e-CRM) in driving digital transformation within the banking sector. By integrating theoretical insights from strategic management, relationship marketing, and information systems, the paper proposes a conceptual framework that positions e-CRM as a central pillar in enhancing customer-centricity, operational efficiency, and innovation. The study contributes to the literature by redefining e-CRM not just as a technological tool, but as a holistic strategy for achieving competitive advantage in the digital banking era.