A Preliminary Analysis of CRM Practices among Banks frome the Customers' Perspectives

Abstract

Firms especially banks have realized the importance of becoming customer oriented and therefore Customer Relationship Management Practices (CRM) is seen to be very important to these firms. This study reports on the preliminary findings of CRM practices among banks from the customers’ perspectives. Five dimensions comprising of 48 statements are proposed for this study: Customer Acquisition (11 items), Customer Response (10 items), Customer Knowledge (10 items), Customer Information System (9 items), and Customer Value Evaluation (8 items). The results of the internal consistency tests are considered good with Cronbach’s alphas ranging from 0.73 to 0.92. Overall, the results suggest that respondents somewhat agreed and strongly agreed on all the items proposed. The results from this preliminary study are important to us to understand the perceptions of the customers so as to adjust and modify items that are important and not.