Building an Effective Customer Relationship System (CRM): Saudi Credit Bank Employees Perception of Service Quality

Abstract

There is a major change in the way which companies organize themselves; switching from product-based to customer-based structures. A key driver of this change is the advent of Customer Relationship Management (CRM). Underpinned by information systems convergence and advanced supporting software, CRM significantly improves the implementation of Relationship Marketing principles. In this study, we explore the main issues enabling or hindering the development of Customer Relationship Management – factor of successful business and long-term profitability in the banking sector. We analyze the service quality offered to customers and its implications for the performance of a banking institution clarifying drawbacks, mainly, drawbacks concerning organization and resource use to support quality service, of the services provided by the Saudi Credit Bank.