Abstract
In view of the changes in the banking sector, the adoption of a customer relationship management (CRM) system is an important issue for banks. It contributes to the optimisation and management of customer portfolio, more precisely this system allows to acquire new customers and to increase the profitability of existing customers. This article aims to answer the following question: what is the relationship between CRM and the consumer buying behaviour (CBB) in Moroccan banks? The study we conducted among 21 bank branches. Also, the study provided insight into the direct and indirect relationships between the use of CRM systems and consumer buying behaviour. The respondents described each of the variables on the benefits of CRM systems as mediating factors and the variables on the attributes of consumer buying behaviour.
 
 JEL: M31, Z33
 
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Highlights
In recent years, the banking sector has gone through a significant period of disruption and liquidity problems
This leads them to invest in banking customer relationship management (CRM) systems, to focus on the front-office business of retail banks and to move towards the creation of value linked to distribution and customer relations. All these elements tend to justify the importance and interest of evaluating the success of the CRM system as perceived by the actors of Moroccan bank branches. This qualitative study was conducted with Moroccan bank executives, including information technology interviews with banking technology (IT) and CRM managers, as well as bank employees who interact with customers in eight Moroccan banks
The objective is to check whether the respondents think that the selected variables apply to the Moroccan banking sector, in their opinion, there is anything missing from the initial conceptualisation based on the reviewed literature
Summary
The banking sector has gone through a significant period of disruption and liquidity problems.
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