Impact of Customer Relationship Management Practices on Customer’s Satisfaction in Jordan Ahli Bank and Bank Al-Etihad
- 1 Faculty of Business Administration and Economics, Al-Hussein Bin Talal University, Ma’an, Jordan
Abstract
Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company’s customers. It has been found that successful implementation of CRM results in customer loyalty and long run profitability and therefore companies are focused on maintaining harmonious relationships with customers. The present research has been undertaken to study the impact of Customer Relationship Management (CRM) practices on customer’s satisfaction in two Jordanian Banks namely Jordan Ahli Bank India and Bank Al Etihad. A sample of 119 customers has been selected for the study. Data have been collected through questionnaire designed on a five point Likert scale. Independent sample t-test has been used as the statistical tool to measure the variation in CRM on the variables namely reliability, responsiveness, assurance, empathy and customer relations. The analysis of the data revealed that significant variation exists in the perception of customers in Jordan Ahli Bank India and Bank Al Etihad.
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