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The Impact of Customer Relationship Management on Long-term Customers’ Loyalty in the Palestinian Banking Industry

Author

Listed:
  • Raed A. M. Iriqat
  • Mohannad A. M. Abu Daqar

Abstract

This paper aims to investigate the impact of customer relationship management on Long-term Customers’ Loyalty in the Palestinian banking industry. The data was collected through distributing questionnaires on the Palestinian banking employees. Using multiple regression analysis tests, this paper finds these results; there is a positive and strong linear relationship between dependent variable “long-term customers’ loyalty” and CRM, the CRM dimensions are service quality, customer’s database, solving customer’s problems, employees behavior, and CRM system integration. At the end, the two predictors (employee’s behavior and CRM system integration) explained 48.2% of the variance in the long-term customers’ loyalty. The scholars’ found that banks have to investigate why there is a difference in the service quality level between male and female employees where male employees more effective than females. Furthermore, banks need to update their customers’ database in order to be alerted to changes in their customers’ requirements and needs to retain their loyal relationships with customers.

Suggested Citation

  • Raed A. M. Iriqat & Mohannad A. M. Abu Daqar, 2017. "The Impact of Customer Relationship Management on Long-term Customers’ Loyalty in the Palestinian Banking Industry," International Business Research, Canadian Center of Science and Education, vol. 10(11), pages 139-147, November.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:11:p:139-147
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    References listed on IDEAS

    as
    1. Olgun Kitapci & Ibrahim Taylan Dortyol & Zührem Yaman & Mustafa Gulmez, 2013. "The paths from service quality dimensions to customer loyalty," Management Research Review, Emerald Group Publishing Limited, vol. 36(3), pages 239-255, March.
    2. V. Kumar & Werner Reinartz, 2018. "Customer Relationship Management," Springer Texts in Business and Economics, Springer, edition 3, number 978-3-662-55381-7, December.
    3. Tareq N. Hashem, 2011. "The Impact Of Customer Relationship Marketing On Costumers' Image For Jordanian Five Star Hotels," Journal of Academic Research in Economics, Spiru Haret University, Faculty of Accounting and Financial Management Constanta, vol. 3(3 (Novemb), pages 367-376.
    4. M. Taimoor Hassan & Bilal Ahmed & Saleem Ahmed & Umair Habib & Saim Riaz & Nadeem Maqbool & Abia Anwar, 2012. "Measuring Customers Loyalty of Islamic Banking in Bahawalpur Region," International Journal of Learning and Development, Macrothink Institute, vol. 2(2), pages 101-111, April.
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    More about this item

    Keywords

    CRM; Customer relationship management; long-term customers’ loyalty; service quality; customer’s database; solving customer’s problems; employees behavior and CRM system integration;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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