IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v12y2019i10p26-37.html
   My bibliography  Save this article

An Implementation of Customer Relationship Management and Customer satisfaction in Banking Sector of Quetta, Balochistan

Author

Listed:
  • Sadaf Ajmal
  • Sana-Ur -Rehman

Abstract

Banking industry in Pakistan has become highly competitive, bankers are putting enhanced efforts to acquire and retain customers by incorporating innovative customer relationship management (CRM) techniques. Due to rapid technology penetration, customers have rapid entrance and options to multiple financial products/services. Present study focuses on measuring customer satisfaction in the result of Bank’s CRM efforts. Research is based on the fact and evolve the theme of the study, that is to find the significant factors affect customer satisfaction, that is a center of customer relationship management (CRM) for controlling the excessive competition in Quetta banking industry. Two structured questionnaires are used based on quantitative view and hand out on a stratified sample. First questionnaire is having a data of 31 employees in the sampled banks to measure the CRM suitability while second one is having a data of 302 customers from the sampled banks to count the level of customer satisfaction. The findings show that the selected banks apply the CRM components and found that these are positively associated with customer satisfaction. Respecting the results of the bank survey, the level of CRM implementation and the relevance of its elements be unlikely from one to another bank. Findings confirm that in Quetta banking sector there is a tough competition going on as every bank (public, private) is trying its best to capture more and more customers. Banks have to bring change in their strategies to build and strengthen relationship with their customers because it is one of the major competitive advantages.

Suggested Citation

  • Sadaf Ajmal & Sana-Ur -Rehman, 2019. "An Implementation of Customer Relationship Management and Customer satisfaction in Banking Sector of Quetta, Balochistan," International Business Research, Canadian Center of Science and Education, vol. 12(10), pages 26-37, October.
    • Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:10:p:26-37
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/download/0/0/40728/42017
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/0/40728
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Peppard, Joe, 2000. "Customer Relationship Management (CRM) in financial services," European Management Journal, Elsevier, vol. 18(3), pages 312-327, June.
    2. Suman Basuroy & Kimberly C. Gleason & Yezen H. Kannan, 2014. "CEO compensation, customer satisfaction, and firm value," Review of Accounting and Finance, Emerald Group Publishing Limited, vol. 13(4), pages 326-352, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chen, Yanhong & Liu, Luning & Zheng, Dequan & Li, Bin, 2023. "Estimating travellers’ value when purchasing auxiliary services in the airline industry based on the RFM model," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Edwards, Chase J. & Bendickson, Joshua S. & Baker, Brent L. & Solomon, Shelby J., 2020. "Entrepreneurship within the history of marketing," Journal of Business Research, Elsevier, vol. 108(C), pages 259-267.
    3. Trkman, Peter, 2010. "The critical success factors of business process management," International Journal of Information Management, Elsevier, vol. 30(2), pages 125-134.
    4. Serrano-Cinca, Carlos & Gutiérrez-Nieto, Begoña, 2014. "Microfinance, the long tail and mission drift," International Business Review, Elsevier, vol. 23(1), pages 181-194.
    5. Douglas Chiguvi & Elvis Madondo & Zenzo Dube, 2019. "The Importance of Customer Relationship Management in the Local Government Authorities in Zimbabwe," Applied Economics and Finance, Redfame publishing, vol. 6(6), pages 15-29, November.
    6. Constantin ANGHELACHE & Alexandru MANOLE & Madalina-Gabriela ANGHEL & Florin Paul Costel LILEA & Mariana BUNEA, 2017. "Analysis Models Of The Life Quality Standard In Romania," Romanian Statistical Review Supplement, Romanian Statistical Review, vol. 65(5), pages 17-30, May.
    7. Hania Rehman & Muhammad Ramzan & Muhammad Zia Ul Haq & Jinsoo Hwang & Kyoung-Bae Kim, 2021. "Risk Management in Corporate Governance Framework," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    8. Chuang, Shu-Hui & Lin, Hong-Nan, 2013. "The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan," International Journal of Information Management, Elsevier, vol. 33(2), pages 271-281.
    9. Arno de Caigny & Kristof Coussement & Koen de Bock, 2020. "Leveraging fine-grained transaction data for customer life event predictions," Post-Print hal-02507998, HAL.
    10. Priyanka Meena & Praveen Sahu, 2021. "Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification," Vision, , vol. 25(2), pages 136-158, June.
    11. Yingqiu Zhu & Qiong Deng & Danyang Huang & Bingyi Jing & Bo Zhang, 2021. "Clustering based on Kolmogorov–Smirnov statistic with application to bank card transaction data," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 70(3), pages 558-578, June.
    12. Fakhraddin Maroofi & Adel Darabi & Jila Torabi, 2012. "Effects of e-CRM on Customer–Bank Relationship Quality and Results," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(3), pages 164-182, July.
    13. Andy Fred Wali & Idika Awa Uduma & Len Tiu Wright, 2016. "Customer relationship management (CRM) experiences of Business-to-Business (B2B) marketing firms: A qualitative study," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1183555-118, December.
    14. St. Dwiarso Utomo & Zaky Machmuddah & Dian Indriana Hapsari, 2021. "The Role of Manager Compensation and Integrated Reporting in Company Value: Indonesia vs. Singapore," Economies, MDPI, vol. 9(4), pages 1-12, October.
    15. Nada Abdulla Al-Kubaisi, 2023. "The Black Box of Implementing Strategic Decisions," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 14(1), pages 1-21, January.
    16. Wong, Jehn-Yih & Chung, Pi-Heng, 2007. "Managing valuable Taiwanese airline passengers using knowledge discovery in database techniques," Journal of Air Transport Management, Elsevier, vol. 13(6), pages 362-370.
    17. Gamini Gunawardane, 2023. "Enhancing customer satisfaction and experience in financial services: a survey of recent research in financial services journals," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(2), pages 255-269, June.
    18. Dehghan Nejad, Omid, 2011. "Does customer relationship management matter in the banking system? the case of Iran," MPRA Paper 31478, University Library of Munich, Germany.
    19. M.P. Gupta & Sonal Shukla, 2002. "Learnings from Customer Relationship Management (CRM) Implementation in a Bank," Global Business Review, International Management Institute, vol. 3(1), pages 99-122, February.
    20. Ryan Flugum & Choonsik Lee & Matthew E. Souther, 2023. "What happens in Vegas stays in Vegas? Firsthand experience and EDGAR search activity in Las Vegas casino hotels," Financial Management, Financial Management Association International, vol. 52(3), pages 409-432, September.

    More about this item

    Keywords

    CRM; customer satisfaction; KM; KCF;
    All these keywords.

    JEL classification:

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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:10:p:26-37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.