Abstract
Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company’s customers. It has been found that successful implementation of CRM results in customer loyalty and long run profitability and therefore companies are focused on maintaining harmonious relationships with customers. The present research has been undertaken to study the impact of Customer Relationship Management (CRM) practices on customer’s satisfaction in two Jordanian Banks namely Jordan Ahli Bank India and Bank Al Etihad. A sample of 119 customers has been selected for the study. Data have been collected through questionnaire designed on a five point Likert scale. Independent sample t-test has been used as the statistical tool to measure the variation in CRM on the variables namely reliability, responsiveness, assurance, empathy and customer relations. The analysis of the data revealed that significant variation exists in the perception of customers in Jordan Ahli Bank India and Bank Al Etihad.
Highlights
Customer relationship management (CRM) has attracted the attention of academicians, practitioners and scholars in the past few years [1]
The null hypothesis is that there is no significant variation in the perception of customers on the CRM variable of reliability between Jordan Ahli Bank and Bank Al Etihad and the states that there is a significant variation in the perception of customers on the CRM variable of reliability between Jordan Ahli Bank and Bank Al Etihad
Null hypothesis is accepted and it can be said that there is no significant variation in the perception of customers on the CRM variable of reliability between Jordan Ahli Bank and Bank Al Etihad
Summary
Customer relationship management (CRM) has attracted the attention of academicians, practitioners and scholars in the past few years [1]. The customer relationship management (CRM) literature recognizes the long-run value of potential and current customers. Customer Relationship Management is an amalgamation of people, processes and technology that seeks to understand a company’s customers and it has been researched that customer loyalty and long run profitability are the offshoots of CRM. CRM provides fast, consistent services and maintain good relations with the customers [12]. CRM is important weapon for the banks for providing improved services to their customers [13]. E-CRM in banking industry results in increased sales, increased revenues, increased convenience, improved customer service rating, decreased administrative costs, ability to introduce new schemes at a faster rate, improved speed of
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