Does Customer Relationship Management Affects Customer Satisfaction? Analysis of Findings from Jordanian Commercial Banks

Does Customer Relationship Management Affects Customer Satisfaction? Analysis of Findings from Jordanian Commercial Banks

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Dr. Atalla Fahed Al-Serhan

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Does Customer Relationship Management Affects Customer Satisfaction? Analysis of Findings from Jordanian Commercial Banks

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Abstract

The service industry has always more challenging and competitive because customers are constantly demanding more services for less money. This has shifted organizations strategic plans and goals towards customer orientation and satisfaction. The importance of retaining existing customers and expanding business is paramount. Hence, efforts are laid by all the firms towards maintaining sound relationship with customers. This process is known as CRM. Customer Relationship Management or CRM is a customer oriented strategy for creating, maintaining and expanding customer relationships. It is a roadmap that identifies how a company can meet and exceed its customers’ needs. Taking this into cognizance, the present research has been conducted to examine the impact of customer relationship management practices on customer satisfaction as well as on customer loyalty in selected Jordanian banks. Data has been collected through structured questionnaires from 442 customers and analyzed with the application of multiple regression.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

dr._atalla_fahed_al-serhan. 2020. \u201cDoes Customer Relationship Management Affects Customer Satisfaction? Analysis of Findings from Jordanian Commercial Banks\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E4).

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GJMBR Volume 20 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M30

Submission ReceivedDecember 16, 2019
Peer Review Double Blind
Handling Editor
Accepted January 3, 2020
Published January 15, 2020

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v1.2

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August 22, 2020

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