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CRM is a strategy and business process encompassing many technologies by which firms acquire, manage, and serve customers. The goal of a bank implementing a CRM strategy is to gather and organize both data and knowledge about customers in order to provide support to advisers, salesforce, customer service representatives, and probably end customers. Therefore, this research examined the impact of customer relationship management activities in the commercial banks in Cameroon, in order to evaluate the customer satisfaction on loan acquisition. CRM solutions are very much in high demand, especially since financial services institutions want to provide as much transparency and customized service to customer as possible in order to enhance their satisfaction. CRM systems automate critical sales, marketing, and client service activities at a financial institution. Keyword: banks, customer relationship management, customer satisfaction, loan acquisition DOI : 10.7176/EJBM/11-12-23 Publication date : April 30 th 2019

The impact of customer relationship management on enhancing the customers loan satisfaction in commercial banks in Cameroon.