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Wolverhampton Intellectual Repository and E-Theses > Business School > Management Research Centre  > Towards a Successful CRM Implementation in Banks: An Integrated Model.

Please use this identifier to cite or link to this item: http://hdl.handle.net/2436/42079
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Title: Towards a Successful CRM Implementation in Banks: An Integrated Model.
Authors: Eid, Riyad
Citation: The Service Industries Journal, 27(8): 1021-1039
Publisher: Informaworld: Routledge (Taylor & Francis)
Journal: The Service Industries Journal
Issue Date: 2007
URI: http://hdl.handle.net/2436/42079
DOI: 10.1080/02642060701673703
Additional Links: http://www.informaworld.com/smpp/content~content=a785820567~db=all
http://direct.bl.uk/bld/PlaceOrder.do?UIN=219149849&ETOC=RN&from=searchengine
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.
Type: Article
Language: en
Keywords: Customer relationship management
CRM
Banking services
Service industries
Customer service
Critical success factors
Marketing
ISSN: 02642069
Appears in Collections: Management Research Centre

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