Abstract:
Customer Relationship Management (CRM) is most important area in the marketing. Now-a-days,
Electronic Customer Relationship Management (e-CRM) is the outcome of changes in traditional
marketing by integrating technologies of new electronic channels as called Marketing Technology
through e-CRM practices. In the past decade, an increasing number of studies have investigated Internet
Banking (IB) from the diffusion perspective, but there is a lack of research study on cumulative
literature of innovation diffusion theory (IDT) which is related with existing e-CRM practices. This
study tries to address and solve the issue that how far accessible theory which applies/puts in to real
practices. It is an attempt to assess an application of IDT on existing MarTech practice on CRM in
licensed commercial banks, Sri Lanka (SL). To achieve the objectives of the study primary data were
collected through questionnaires from 400 Mobile Banking Application (MB app) customers in Sri
Lanka. These respondents were selected using snowball sampling technique. The data were analyzed
using descriptive statistical analysis, Confirmatory Factor Analysis (CFA) and Structural Equation
Modeling (SEM). The results of the study indicated that, there are several applications of IDT theory
on existing MarTech practices in CRM. Findings reveal that while IDT aligns with some CRM
practices, limitations exist in areas like trialability, interpersonal communication, and customer
persuasion. Recommendations are provided to bridge gaps between IDT and real-world e-CRM
applications, aiding both academics and practitioners in enhancing MarTech effectiveness in banking.
