Customer Relationship Management In Banking Sector Case Study Of Conventional Banks
Abstract
The importance of Customer Relationship Management (CRM) to help
businesses acquire new customers, retain existing ones and maximize
their lifetime value. This paper discusses the role of Customer
Relationship Management in 4 bank units and the need for Customer
Relationship Management to increase customer value by using several
analytical methods in CRM applications. This paper attempts to
identify the technological revolution witnessed by commercial banks
and to what extent it has benefited banks to build better customer
relationship management (CRM) services between public sector banks
and private sector banks. The purpose of this study is 1) to analyze
customer opinions about bank CRM in relation to service quality
management. 2) To find out the customer's opinion about the bank's
CRM on customer relationship management. This study uses primary
and secondary data. Primary data will be collected by distributing
structured questionnaires to conventional banks (Private and
Government). Secondary data will be collected from records published
by the financial services authority (OJS), standard textbooks and
published research papers, and through web information. The primary
data required will be collected from 6 banks in Bengkulu. In addition
to collecting information from banks, it also collects information from
the general public who have bank accounts.
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