CRM Implementation in Saudi Banking Sector

Mohammad A Almotairi

doi:10.5539/ibr.v10n1p107

Abstract

Banking in Saudi Arabia has undergone considerable growth, and the importance of customer relationship management (CRM) activities aimed at enriching the overall service satisfaction among its customers is intensifying. The aim of this paper is to study the CRM implementation process within Saudi banks and evaluate the most important constructs of CRM to create a model that helps organizations to implement CRM successfully. A survey of 101 respondents from the banking industry in Saudi Arabia participated in this study to investigate CRM implementation and the main constructs associated with this process. Data were analyzed to validate the proposed model for CRM implementation.

Highlights

Customer Relationship Management (CRM) has grown in importance in the fields of business strategy, marketing management, information technology, and among academics and practitioners (Yim, Anderson, & Swaminathan, 2005; Zablah, Bellenger, & Johnston, 2004)
The CRM literature indicates that CRM first emerged in the early 1980s in the United States, when it was termed contact management
In the early 1990s, this customer service function began to be performed through call centers, data warehouses, data mining, and other technologies

Summary

Introduction

CRM has grown in importance in the fields of business strategy, marketing management, information technology, and among academics and practitioners (Yim, Anderson, & Swaminathan, 2005; Zablah, Bellenger, & Johnston, 2004). The CRM literature indicates that CRM first emerged in the early 1980s in the United States, when it was termed contact management. In the early 1990s, this customer service function began to be performed through call centers, data warehouses, data mining, and other technologies. CRM has become a managerial tool providing competitive advantages and focusing attention on customers and their consuming patterns. Studies on the impact of CRM on company performance are still developing (Yim et al, 2005)

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Methods

Conclusion