Abstract:
Due to strong competition in today's business environment, many
organizations are needed to create long-term profitable relationships with clients
and achieve improved performance. As a result, CRM has gained much importance
since the last decade of the twentieth century, particularly in the service industry.
As a result, the purpose of this study is to empirically analyse the effects of CRM (key
customer focus, customer knowledge management, CRM organization, and
technology-based CRM) on better performance in the banking industry, with a focus
on Amana Bank, Akurana. To examine the impact of CRM on their performance, a
theoretical framework was employed as a guideline. A quantitative research
strategy was used. A descriptive research methodology was also used, and a likert
chart questionnaire was selected for this study. 15 employees of the chosen bank in
Akurana complete a questionnaire based on previous research and the relevant
literature. Correlation analysis was used to examine the relationship between CRM
and bank performance, while multiple regression analysis was used to analyse the
effects of CRM on bank performance. The data confirm that all of the independent
variables (key customer focus, knowledge management, CRM organization, and
technology-based CRM) have a favorable and substantial relationship with their
bank performance. Furthermore, the study investigates if CRM has a good and
significant effect on bank. Furthermore, it has been discovered that customer
knowledge management and CRM-based technology, which are the foundations of
CRM, have the greatest influence on their performance. As a result, in order to
achieve their performance, the bank must adopt CRM effectively and continually as
a vital tool for establishing a competitive advantage and developing long-term and
valuable relationships with its customers.
