Open AccessA Preliminary Analysis of CRM Practices among Banks frome the Customers' Perspectives
Author(s) -
Izah Mohd Tahir,
Zuliana Zulkifli
Publication year - 2011
Publication title -
journal of public administration and governance
Language(s) - English
Resource type - Journals
ISSN - 2161-7104
DOI - 10.5296/jpag.v1i1.783
Subject(s) - business , cronbach's alpha , customer intelligence , consistency (knowledge bases) , marketing , customer relationship management , customer equity , customer retention , customer advocacy , customer to customer , customer value , customer knowledge , voice of the customer , perception , psychology , computer science , service quality , service (business) , economics , market economy , hierarchy , artificial intelligence , neuroscience
Firms especially banks have realized the importance of becoming customer oriented and therefore Customer Relationship Management Practices (CRM) is seen to be very important to these firms. This study reports on the preliminary findings of CRM practices among banks from the customers’ perspectives. Five dimensions comprising of 48 statements are proposed for this study: Customer Acquisition (11 items), Customer Response (10 items), Customer Knowledge (10 items), Customer Information System (9 items), and Customer Value Evaluation (8 items). The results of the internal consistency tests are considered good with Cronbach’s alphas ranging from 0.73 to 0.92. Overall, the results suggest that respondents somewhat agreed and strongly agreed on all the items proposed. The results from this preliminary study are important to us to understand the perceptions of the customers so as to adjust and modify items that are important and not.