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CRM in the Banking Sector: Framework and Application

Author

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  • Sarah Al-Shamali

    (AlSalam Investment Group, Safat, Kuwait & Royal Docks Business School, University of East London, London, UK)

  • Sonny Nwankwo

    (Royal Docks Business School, University of East London, London, UK)

  • Ayantunji Gbadamosi

    (Royal Docks Business School, University of East London, London, UK)

Abstract

The aim of this paper is to evaluate the practices of customer relationship management (CRM) strategy implementation in the Gulf Banking sector, contextualizing with Kuwait. There is broad consensus in the literature that improving and enhancing the relationship with customers is imperative and a determinant factor to gaining competitive edge in the marketplace. The financial sector in general, particularly the banking sector, has taken on a pro-active role in the Kuwaiti economy and, accordingly, susceptible to wide-ranging reforms which are profoundly impacting sector-specific competitive tactics and strategies. This study provides a preliminary evaluation of the evolutionary trends of CRM strategy implementation through a developed model, the antecedents and consequences in relation to competitive positioning/repositioning of organizations in the Kuwaiti banking sector.

Suggested Citation

  • Sarah Al-Shamali & Sonny Nwankwo & Ayantunji Gbadamosi, 2012. "CRM in the Banking Sector: Framework and Application," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 3(4), pages 40-49, October.
    • Handle: RePEc:igg:jcrmm0:v:3:y:2012:i:4:p:40-49
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