Investigating the effect of electronic customer relationship management on financial performance based on the role of customer trust, customer retention and customer satisfaction in Sepeh Bank branches in Gilan province

This research was conducted with the aim of investigating the effect of electronic customer relationship management on financial performance based on the role of customer trust, customer retention and customer satisfaction in Sepeh Bank branches in Gilan province. The statistical population of the present study was considered to be all the employees of Bank Sepeh branches in Gilan province. Based on Morgan's table, the number of samples was considered to be 384 people, and the same number of questionnaires were distributed and collected among the employees of Sepeh Bank branches in Gilan province as a statistical sample. The information collected by questionnaires was analyzed using the structural equation modeling method by AMOS24 software. The analysis of the collected data showed that customer trust has a mediating and positive role in the relationship between electronic customer relationship management and financial performance. Customer retention plays a mediating and positive role in the relationship between electronic customer relationship management and financial performance. Customer satisfaction has a mediating and positive role in the relationship between electronic customer relationship management and financial performance. Therefore, it can be said that electronic customer relationship management through customer trust, customer retention and customer satisfaction can lead to the improvement of the financial performance of Sepeh Bank branches in Gilan province.