Customer Relationship Management (CRM), also referred to as Relationship Marketing, is heralded by some marketing academics and practitioners as the new paradigm of marketing. However, despite the intense growth in the adoption of CRM practices by organizations all over the world and the widely accepted conceptual underpinnings of CRM strategy, conflicting opinions and increased pessimism about the effectiveness of CRM strategy abound the marketing literature. To this effect, scholars have called for more rigorous studies to establish the usefulness of CRM as a strategic orientation. The general objective of this study was to develop a comprehensive conceptual framework of the influence of CRM practices on organizational competitiveness and conduct an empirical assessment of the framework on the commercial banks in Kenya. The study utilized a descriptive correlation research design. A survey methodology was employed for data collection. The study found statistically significant posi...

Purpose: Banks are fiercely competitive among themselves, focused on satisfying and retaining customers through the extensive use of technology for service innovation and delivery. In this context, the study aims to understand the impact of customer relationship management (CRM) and innovation capability, including strategy and technology elements, on customer satisfaction and the financial performance of banks. Design/methodology/approach: The sample population of the study consists of bank employees. Analyzes were made using the SMARTPLS program, and within the scope of the study, data were collected from 272 bank employees. Findings: As a result of the analyzes, it can be explained that the innovation capability coupled with the CRM strategy and related technology have positive effects on both financial performance and customer satisfaction. Research limitations/implications: The research was conducted in banks that have an important position in the service sector. In terms of location, the data was collected in Istanbul because the headquarters are in Istanbul. Therefore, these limitations should be taken into account in future studies. Originality/value: The research is quite new and up-to-date in terms of examining CRM from a strategic and technological point of view, as well as examining innovation competency.

Abstract Customer Relationship Management (CRM) is a business strategy to identify, cultivate, and maintain long-term profitable relationships. It requires developing a method to select the most profitable customer relationships or those with the most potential and working to provide those customers with quality service that exceeds their expectations. CRM looks at ways to treat clients as individuals with specific needs so as to attain a position where the organization can influence clients‟ choices positively toward their product and service offerings (Robert-Phelps, 2004). The emergence of new channels and technologies is significantly altering how companies/banks interface with their customers, a development bringing about a greater degree of integration between marketing, sales, and customer service functions in organizations. The research design adopted is descriptive. The target population of study comprises of all the 6 Kenya Commercial Bank branches operating in Kenya‟s Mombasa County. The research shall focus on the personnel attached to the ICT department and the employees who interact with the computer on daily basis. This adds up to approximately 189 employees from the 6 branches. The employees shall involve managers and middle level employees as shown in the Appendix III. Stratified sampling technique shall be adopted for this study followed by simple random sampling in each stratum. In in this way, the respondents shall be classified into 6 strata as per the commercial bank of Kenya branches in Mombasa County. Later on a threshold of 30% shall be adopted to calculate the number of respondents who shall be sampled from randomly from each stratum. Therefore a population sample of 57 respondents shall be used for this study. A structured questionnaire shall be used to collect primary data from the respondents. Data obtained from the field shall be sorted and prepared for interpretation. Qualitative data shall be presented through normal descriptions while quantitative data shall be keyed in and analysed using the SPSS version 20.0 program. Data analysis shall involve calculation of mean scores and proportions, and it shall be presented by frequency distribution tables. Chi-square test shall be used to determine relationship between demographic variables i.e. it shall be used to test the hypothesis to establish the relationship between the independent and dependent variable.

The study presents the relationship between customer relationship management (CRM) and customer loyalty using a case bank. Data was collected from sampled respondents using a questionnaire. The Statistical Package for Social Sciences (SPSS) version 16 was used to analyse the data. The result indicates that the bank assigned relationship managers who take care of the individual customer's needs. Thus, there is indication of the practice of CRM at the bank and this was more evident in the area of feedback to customers. However, staff perception of the constructs of CRM practice was relatively more positive than customers given the respective mean scores of the measures. Furthermore, the study reveals a strong positive relationship between CRM practice and customer loyalty. The study recommends that management of the bank should continue with the CRM practices and effectively communicate their CRM policy to customers to improve customer loyalty.

Definitely, the world is becoming chaotic and affects all aspects of life. One of these is customers who become more severe in their needs, expectations, desires, and preferences. Organizations must consistently realize this issue by communicating and building effective relationships with them for better-enhancing services quality. Therefore, this study investigates the relationship between customer relationship management and service quality of Jordan banking sector. The researchers relied on descriptive and analytical approach through a survey questionnaire used to obtain data from 150 respondents who were at all levels in the 22 operating banks in Jordan, only 141 were returned but 13 of them were excluded because they were invalid for statistical analysis, only 128 questionnaires were valid and considered with a ratio of 85%. The findings revealed that a moderate level of importance in customer relationships management was apparent while an increasing awareness in the service qu...

The importance of Customer Relationship Management (CRM) to help businesses acquire new customers, retain existing ones and maximize their lifetime value. This paper discusses the role of Customer Relationship Management in 4 bank units and the need for Customer Relationship Management to increase customer value by using several analytical methods in CRM applications. This paper attempts to identify the technological revolution witnessed by commercial banks and to what extent it has benefited banks to build better customer relationship management (CRM) services between public sector banks and private sector banks. The purpose of this study is 1) to analyze customer opinions about bank CRM in relation to service quality management. 2) To find out the customer's opinion about the bank's CRM on customer relationship management. This study uses primary and secondary data. Primary data will be collected by distributing structured questionnaires to conventional banks (Private and ...

The success of commercial banks lies in the effective management of customer relationships. Customer relationship management is a key strategy for a bank's competitiveness in Nigeria. Thus, this survey aims at investigating the influence of customer relationship management on the satisfaction of commercial bank customers in southeast, Nigeria. The study targeted twentyfive million, seven hundred and ninety-seven thousand, six hundred and twelve (25,797,612) adult bank customers. A sample of 400 participants was determined using Taro Yamane's formula. Multi-stage sampling was used to select the research participants. The research data were collected and analyzed using a structured questionnaire and hierarchical multiple regression, respectively. The survey ascertained a statistical influence of customer orientation, CRM structure, and CRM technology on the satisfaction of commercial bank customers in Southeast, Nigeria. Commercial banks were advised to conduct monthly training on customer value and celebrate the best customer caregiver of the year; decentralize customer relationship management to allow all departments to be deeply involved in the service of the customers; and offer incentives to encourage the use of customer relationship technology.