Munich Personal RePEc Archive

The Customer Relationship Management Practices in Banking Industry

Kamali, Abrar Ahmed Khan (2023): The Customer Relationship Management Practices in Banking Industry.

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In this study the research describe the CRM practices in banks, so the purpose of this study is Descriptive, and we are interested in this study is to find out how much CRM practices and customer retention is correlated with each other, so the type of investigation is co relational study, and we know that there is a minimal support for research work in our society, so the extent of researcher is minimal, the study setting is non-contrived, as the research is on banking industry, so the unit of analysis is local banks, and the time horizon is cross-sectional because the research will collect data once through questionnaire and interviews and the sample size is at least 3 local Banks. The respondent of this study are banks Officers / Managers. The instruments that the researcher will use in collecting the data are, Questionnaire, Interviews (both structure and unstructured) as the primary data sources, and the researcher will also use newspapers, magazines, articles, books and Internet as the secondary data sources.

In this study there are many findings. Firstly, banks know the term CRM very well. Secondly, banks have implemented CRM processes that are a condition of being a Customer centric organization. Thirdly, banks have integrated technology with the business process in a very good way and exploiting technology for becoming true customer oriented. Fourthly, the banks are following the CRM organizational structure, different banks have given different designations but they are doing the same work. So when we talks about financial institutions especially local Pakistani commercial banks most of us says we are not satisfy with their services without knowing what services are they offering. In this research the researcher has found that the local banks customers are satisfy with local banks services.

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