Impact Of The Customer Relationship Management Practices On The Profitability Of Uae Banks. A Comparative Study
Agnihotri, Dr Mahesh
Bhavani, Dr.M. Ganga
- Publisher: Journal Of Business Management & Social Sciences Research
Journal Of Business Management & Social Sciences Research
(issn: 2319-5614, eissn: 2319-5614)
Business Management; Customer Relationship Management | Customer Relationship, Retention, Loyalty, Strategy
Customer Relationship Management (CRM) is a business strategy where by banks builds strong relationships with existing and prospective customers with the goal of increasing organizational profitability. Customer Relationship Management (CRM) Practices provide a competitive edge to any organization including the Banking Sector, this research is an attempt to study the Customer Relationship Management (CRM) Practices in UAE Banks with certain objectives i.e to examine the existing Customer Relationship Management practices and services in Banking Sector, to analyze the effect of CRM Practices on the profitability of banks, to identify the challenges faced by the banks in the implementation of CRM practices. The study may provide the banking industry an insight on successful implementation of CRM Practices in Banking Sector effectively with the available resources, budget and time.