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Towards a Successful CRM Implementation in Banks: An Integrated Model

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  • Riyad Eid

Abstract

In recent years, customer relationship management (CRM) has been the favoured theme for numerous studies and reports. Yet, there is a lack of systematic empirical evidence regarding the critical success factors (CSFs) for the CRM implementation, the activities that are affected by the use of the CRM programmes, and their consequent performance outcomes. In this article, we document the role of the CRM programmes in the banking sector and identify marketing activities that are affected by CRM usage. Taking a sample of 159 banks that utilise a CRM system, we found a substantial positive effect of the CRM usage on relationships effectiveness and marketing objectives. The results of this study have major implications for marketing people, as they suggest the notion that the CRM critical success factors should be implemented holistically rather than piecemeal to achieve the full potential of the CRM. The findings also stress the central role of customer services in the successful implementation of CRM programmes within banks.

Suggested Citation

  • Riyad Eid, 2007. "Towards a Successful CRM Implementation in Banks: An Integrated Model," The Service Industries Journal, Taylor & Francis Journals, vol. 27(8), pages 1021-1039, December.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:8:p:1021-1039
    DOI: 10.1080/02642060701673703
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    Cited by:

    1. Akamavi, Raphaël K. & Mohamed, Elsayed & Pellmann, Katharina & Xu, Yue, 2015. "Key determinants of passenger loyalty in the low-cost airline business," Tourism Management, Elsevier, vol. 46(C), pages 528-545.
    2. Garrido-Moreno, Aurora & Padilla-Meléndez, Antonio, 2011. "Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors," International Journal of Information Management, Elsevier, vol. 31(5), pages 437-444.
    3. Eid, Riyad & El-Gohary, Hatem, 2015. "The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction," Tourism Management, Elsevier, vol. 46(C), pages 477-488.

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