CRM in the Banking Sector-Reference-Cited by-同舟云学术

CRM in the Banking Sector

Published:2012-10 Issue:4 Volume:3 Page:40-49
ISSN:1947-9247
Container-title:International Journal of Customer Relationship Marketing and Management
language:en
Short-container-title:

Author:

Al-Shamali Sarah¹,Nwankwo Sonny²,Gbadamosi Ayantunji²

Affiliation:

1. AlSalam Investment Group, Safat, Kuwait & Royal Docks Business School, University of East London, London, UK

2. Royal Docks Business School, University of East London, London, UK

Abstract

The aim of this paper is to evaluate the practices of customer relationship management (CRM) strategy implementation in the Gulf Banking sector, contextualizing with Kuwait. There is broad consensus in the literature that improving and enhancing the relationship with customers is imperative and a determinant factor to gaining competitive edge in the marketplace. The financial sector in general, particularly the banking sector, has taken on a pro-active role in the Kuwaiti economy and, accordingly, susceptible to wide-ranging reforms which are profoundly impacting sector-specific competitive tactics and strategies. This study provides a preliminary evaluation of the evolutionary trends of CRM strategy implementation through a developed model, the antecedents and consequences in relation to competitive positioning/repositioning of organizations in the Kuwaiti banking sector.

Publisher

IGI Global

Subject

Information Systems and Management,Marketing,Information Systems,Business and International Management,Management Information Systems

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