Customer Relationship Management (CRM)
and its impact on strategic management in the banking sector
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Many studies show that in recent years, banks have invested heavily in customer relationship management (CRM) systems. The reasons for this are the emerging need for banks to gain and maintain a competitive advantage through better knowledge of their customers. In turn, this increased knowledge is likely to lead to an increase in: a) customer base b) customer satisfaction c) customer retention and d) customer loyalty. Based on the above, the objective of this work is to determine whether or not there is a potential influence of newly implemented CRM systems on consumer buying behavior in the c...
Many studies show that in recent years, banks have invested heavily in customer relationship management (CRM) systems. The reasons for this are the emerging need for banks to gain and maintain a competitive advantage through better knowledge of their customers. In turn, this increased knowledge is likely to lead to an increase in: a) customer base b) customer satisfaction c) customer retention and d) customer loyalty. Based on the above, the objective of this work is to determine whether or not there is a potential influence of newly implemented CRM systems on consumer buying behavior in the context of the banking industry and also to assess the extent and nature of this influence.
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