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An Exploration of the Effect of Customer Relationship Management on Organizational Performance in the Banking Sector

An Exploration of the Effect of Customer Relationship Management on Organizational Performance in the Banking Sector
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Author(s): Jalal Rajeh Hanaysha (School of Business, Skyline University College, Sharjah, United Arab Emirates) and Khawaja Khalid Mehmood (Institute of Management Sciences, Bahauddin Zakariya University, Multan, Pakistan)
Copyright: 2022
Volume: 13
Issue: 1
Pages: 16
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.2022010101

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Abstract

The main objective of this paper is to test the linkages among customer relationship management (CRM) practices and organizational performance in Palestinian banking sector. This research relies on an online survey which was designed for gathering the data from several employees who serve in banking sector. A total of 223 responses were considered valid for data analysis using SPSS and partial least square approach (PLS-SEM). Overall, the findings verified that customer orientation and CRM organization have significant positive effects on organizational performance. The outcomes also confirmed that CRM technology and knowledge management play important roles in affecting organizational performance. These findings reveal that the current business environment requires organizations to continuously monitor and manage customer relationships effectively for achieving their long range objectives and responding to emerging challenges.

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