2.50
Hdl Handle:
http://hdl.handle.net/2436/42079
Title:
Towards a Successful CRM Implementation in Banks: An Integrated Model.
Authors:
Eid, Riyad
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.
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
Type:
Article
Language:
en
ISSN:
02642069
Appears in Collections:
Management Research Centre

Full metadata record

DC FieldValue Language
dc.contributor.authorEid, Riyad-
dc.date.accessioned2008-12-09T11:14:36Z-
dc.date.available2008-12-09T11:14:36Z-
dc.date.issued2007-
dc.identifier.citationThe Service Industries Journal, 27(8): 1021-1039en
dc.identifier.issn02642069-
dc.identifier.doi10.1080/02642060701673703-
dc.identifier.urihttp://hdl.handle.net/2436/42079-
dc.description.abstractIn 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.en
dc.language.isoenen
dc.publisherInformaworld: Routledge (Taylor & Francis)en
dc.relation.urlhttp://www.informaworld.com/smpp/content~content=a785820567~db=allen
dc.relation.urlhttp://direct.bl.uk/bld/PlaceOrder.do?UIN=219149849&ETOC=RN&from=searchengineen
dc.subjectCustomer relationship managementen
dc.subjectCRMen
dc.subjectBanking servicesen
dc.subjectService industriesen
dc.subjectCustomer serviceen
dc.subjectCritical success factorsen
dc.subjectMarketingen
dc.titleTowards a Successful CRM Implementation in Banks: An Integrated Model.en
dc.typeArticleen
dc.identifier.journalThe Service Industries Journalen
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