Open AccessCRM Implementation in Saudi Banking Sector
Author(s) -
Mohammad Almotairi
Publication year - 2016
Publication title -
international business research
Language(s) - English
Resource type - Journals
eISSN - 1913-9012
pISSN - 1913-9004
DOI - 10.5539/ibr.v10n1p107
Subject(s) - business , customer relationship management , banking industry , customer satisfaction , marketing , process management , process (computing) , service (business) , tertiary sector of the economy , operations management , knowledge management , computer science , accounting , engineering , operating system
Banking in Saudi Arabia has undergone considerable growth, and the importance of customer relationship management (CRM) activities aimed at enriching the overall service satisfaction among its customers is intensifying. The aim of this paper is to study the CRM implementation process within Saudi banks and evaluate the most important constructs of CRM to create a model that helps organizations to implement CRM successfully. A survey of 101 respondents from the banking industry in Saudi Arabia participated in this study to investigate CRM implementation and the main constructs associated with this process. Data were analyzed to validate the proposed model for CRM implementation.