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The Role of Customer Relationship Management on Enhancing the Customers’ Satisfaction in the Banks in Palestine

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  • Raed Iriqat
  • Mohannad A. M. Abu Daqar

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.

Suggested Citation

  • Raed Iriqat & Mohannad A. M. Abu Daqar, 2017. "The Role of Customer Relationship Management on Enhancing the Customers’ Satisfaction in the Banks in Palestine," Modern Applied Science, Canadian Center of Science and Education, vol. 11(12), pages 1-84, December.
    • Handle: RePEc:ibn:masjnl:v:11:y:2017:i:12:p:84
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    References listed on IDEAS

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    1. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    2. Ghalib Sanjuq, 2014. "The Impact of Service Quality Delivery on Customer Satisfaction in the Banking Sector in Riyadh, Saudi Arabia," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(4), pages 77-84, July.
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    More about this item

    JEL classification:

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

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