The present study seeks to examine the importance of E-banking and web-based relationship marketing activities implemented organizations that influence their implementation. More specifically, this study hopes to add to the present body of knowledge on influencing factors affecting the adoption of web-based marketing functions by investigating factors that affect internet banking implementation and use of web-based functions as a method to build relationships with customers.
Integration of information technology (IT) systems into the organizational structure of a banking organization is an important key to success (Gretzel et al. 2000). In addition, technology has facilitated the relationship building process with customers by providing systems with the capabilities to obtain customer information and translate it into benefits for both the organization and the customer (Zineldin 2000). The information gathered through technology allows banking organizations to customize products and services for the customer (Ahn, Kim, & Han 2003).