Relationship between CRM Dimensions and Banking Performance (Field study on private banks in Lattakia)


Abstract in English

Customer Retention Management (CRM) provides a strong competitive advantage for the organization to stay in the market. It helps management to track customer interactions with the organization and allows employees access to all customer,s previous information; CRM gains its importance by creating a strategic vision to achieve the organization's goals of maintaining customers and reaching loyalty through integration with marketing policies and product development To increase the sales of the organization and to make offers that attract the target customer and interact with him in a way that ensures its preservation. The aim of the study is to define the reality of the application of CRM during the crisis period )8402-8400( in the Syrian private banks in Lattakia, and study the dimensions of customer relationship management in these banks, and then study the impact of these dimensions on the performance indicators that were measured through indicators of profitability, customer complaints, strong relationships with customers, customer satisfaction and loyalty. In order to achieve this, two main hypotheses were formulated. The researcher used the questionnaire technique to collect the data analyzed using statistical tests, the most important of which were the one-sample t. test, and the Pearson Correlation test. The researcher has reached several results, the most important of which is: a good evaluation of the availability of CRM dimensions in the studied banks, and there is a positive relationship between these dimensions and performance.

References used

BAMIDURO, WUNMI , ROB VAN DER MEULEN (2018). Gartner Says CRM Became the Largest Software Market in 2017 and Will Be the Fastest Growing Software Market in 2018, Egham, UK, April 10, 2018, available at: https://www.gartner.com/newsroom/id/3871105
BRADY, MICHAEL K., J. JOSEPH CRONIN JR. (2001) Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing: July 2001, Vol. 65, No. 3, pp. 34-49
CHETIOUI, YOUSSEF, HASSAN ABBAR, ZAHRA BENABBOU (2017). The Impact of CRM dimensions on Customer Retention in the Hospitality Industry: Evidence from the Moroccan Hotel sector .Journal of Research in Marketing, 8(1). 652-660

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