Abstract
The aim of this paper is to investigate the role of customer relationship management on customers’ satisfaction in the banks in Palestine. The primary data was collected from Palestinian Banking Employees. Based on the multiple regression analysis and person correlation tests, this paper finds these results that the regression indicated these two predictors: CRM system integration and Service quality explained 64.2% of the variance (R²= 0.642, F (5,223) =50.222, P< 0.05). The scholars’ found that service quality significantly predicted customers’ satisfaction (ß=.191=, p=0.001), as did CRM system integration (ß=.727=, p=0.000). In addition, study finds that there is a positive significant relationship between customer relationship management dimensions and customers satisfaction. Finally, this study recommended keeping the effective communication between CRM and the bank’s customers.
Highlights
Customer relationship management (CRM) is a concept to manage the organization’s interactions with its customers, users and all the issues related to sales and financial transactions
It’s important to recognize that CRM has a long-term aim which is to enhance the quality and to improve the interface with the customers which lead toward customer satisfaction (Haridasan & Venkatesh, 2011)
The scholars’ used the questionnaire to gather data from the banks’ employees in Palestine. This survey questionnaire contained three sections, CRM is the first section, it consists of five sub-sections,1) service quality has 13 items, 2) employee’s behavior (6 items), 3) customer’s database (7 items), 4) CRM system integration (7 items) and 5) solving customer’s problem (12 items)
Summary
Customer relationship management (CRM) is a concept to manage the organization’s interactions with its customers, users and all the issues related to sales and financial transactions. The technology in this regard used to manage and facilitate the organization’s business processes and activities. CRM considered as a strategic business and process rather than a technical issue (Dowling, 2002). The policies of the strategy structure ought to be flexible and explicit especially the pricing policies. These aspects are key issues to increase the customers’ satisfaction and the firm benefits (Khaligh et al 2012)
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