The Role of Electronic Customer Relationship Management in Improving the Public Image of Libyan Banks A Field Study on Sahara Bank Customers

Abstract

This study aimed to determine the relationship between electronic customer relationship management and the customer's perception of the organization. Sahara Bank was selected as the study environment, focusing on two dimensions: preferential treatment and personal communication. To verify the validity and nature of this relationship, the descriptive approach was used. Data was collected from the target population, Sahara Bank customers. Due to the dispersed nature of the population and the difficulty in accurately identifying and accessing it, an electronic questionnaire was designed to provide equal opportunities for reaching the selected sample of 384 individuals, who were randomly selected through the distribution of the link on the bank's customers' social media platforms. After analyzing the collected data, the study reached several conclusions, most notably the existence of a relationship between the preferential treatment that organizations provide to their customers and the improvement of their perception. The study also found that direct communication with customers and opening channels for communication, inquiries, and responses contribute to enhancing the perception.