Assessing the Influence of Customer Relationship Management (CRM) Dimensions on Bank Sector in Sudan
Keywords:
CRM, CRM organization, Customer orientation, Bank performance, Knowledge management, Technology based CRM, balance score card (BSC), resource based view (RBV)Abstract
The objective of this study is to explore the relationship between CRM dimensions (customer orientation, CRM organization, knowledge management, and technology based CRM) and the organization performance (customer perspective) in Sudanese banks. This study conducted a quantitative study, the response came from the managers of 127 banks and regression analysis in pursuance of the study’s stated objectives. Findings – The results of this study suggest that all dimensions of CRM (i.e. customer orientation, CRM organization, knowledge management and technology based CRM) have a positive and significant impact on different perspectives of banks performance. However, CRM technology failed to show a significant relationship with learning and growth perspective of banks performance. Practical implications – Meaningful implications are made that building an extensive and effective CRM dimensions in banks firms is crucial to face a high competition and improve performance in Sudanese banks sector. Originality/value – The paper addresses CRM dimensions issues specifically for banks in Sudan.
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