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Register a new userRelationship between CRM Dimensions and Banking Performance (Field study on private banks in Lattakia)
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Added by
Tishreen University مقالة
Publication date
2018
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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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 (2011-2018) 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.
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Research summary
تتناول هذه الدراسة العلاقة بين أبعاد إدارة علاقات العملاء (CRM) والأداء المصرفي في المصارف الخاصة بمحافظة اللاذقية خلال فترة الأزمة (2011-2018). يهدف البحث إلى دراسة تأثير أبعاد إدارة علاقات العملاء على مؤشرات الأداء مثل الربحية، شكاوى العملاء، العلاقات الوطيدة مع العملاء، رضا العملاء وولائهم. استخدم الباحثان الاستبانة لجمع البيانات وتحليلها باستخدام اختبارات إحصائية مثل اختبار الوسط الحسابي واختبار الارتباط الثنائي. توصلت الدراسة إلى نتائج تشير إلى وجود علاقة إيجابية بين أبعاد إدارة علاقات العملاء والأداء المصرفي، مع تقييم جيد لتوافر هذه الأبعاد في المصارف المدروسة. كما أوصت الدراسة بزيادة الاهتمام بإدارة علاقات العملاء وتوفير الجوانب التنظيمية والتكنولوجية اللازمة لتحسين الأداء المصرفي.
Critical review
تعتبر الدراسة مهمة في تسليط الضوء على أهمية إدارة علاقات العملاء في تحسين الأداء المصرفي، خاصة في ظل الظروف الصعبة التي مرت بها سوريا خلال فترة الأزمة. ومع ذلك، يمكن توجيه بعض النقد البناء للدراسة. أولاً، قد يكون من الأفضل توسيع نطاق الدراسة لتشمل مصارف أخرى في مناطق مختلفة من سوريا للحصول على صورة أشمل. ثانياً، يمكن تعزيز الدراسة باستخدام أساليب بحثية متنوعة مثل المقابلات والملاحظات المباشرة لتعزيز النتائج. ثالثاً، يجب أن تأخذ الدراسة في الاعتبار تأثير العوامل الخارجية مثل التغيرات الاقتصادية والسياسية على أداء المصارف، وهو ما لم يتم تناوله بشكل كافٍ.
Questions related to the research
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ما هي الأبعاد الرئيسية لإدارة علاقات العملاء التي تم دراستها في البحث؟
الأبعاد الرئيسية لإدارة علاقات العملاء التي تم دراستها هي التركيز على العملاء المربحين، البعد التنظيمي، إدارة المعرفة، وتطوير التكنولوجيا.
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ما هي الأدوات الإحصائية التي استخدمها الباحثان لتحليل البيانات؟
استخدم الباحثان اختبار الوسط الحسابي One-Sample t. test واختبار الارتباط الثنائي Pearson Correlation لتحليل البيانات.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى وجود علاقة إيجابية بين أبعاد إدارة علاقات العملاء والأداء المصرفي، مع تقييم جيد لتوافر هذه الأبعاد في المصارف المدروسة.
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ما هي التوصيات التي قدمتها الدراسة لتحسين إدارة علاقات العملاء في المصارف الخاصة السورية؟
أوصت الدراسة بزيادة الاهتمام بإدارة علاقات العملاء، جذب العملاء المربحين، توفير الجوانب التنظيمية والتكنولوجية اللازمة، وتوفير قواعد بيانات متخصصة للعملاء.
Keywords
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