Customer Perceptions of the Banking System Through Customer Relationship Management in Pakistan

Abstract

CRM refers to a set of business tactics, tools, and procedures that aid in developing long-term connections between businesses and their customers. The purpose of this study is to give the initial findings of customer relationship management. Little research exists in this sphere concerning the banking sector. The sample size is 30 customers of a local privatized bank in Karachi, as it is the hub of financial activities in Pakistan. The survey is adopted from Lu and Shang's work with few changes. This study will analyze whether the instrument is reliable or not. Cronbach's alpha value has been found to evaluate the reliability and internal consistency of the instrument. In this study, the levels of agreements and disagreements have been used to conclude the respective instrument's validity.