THE KEY ASPECTS OF CRM RELEVANT TO IMPLEMENTATION IN THE BANKING SECTOR

Paras Rani* Rani; Mushtaque Ali Jariko Ali; Nizamudinn Channa channa

doi:10.37435/NBR22051001

NUST Business Review (Aug 2022)

THE KEY ASPECTS OF CRM RELEVANT TO IMPLEMENTATION IN THE BANKING SECTOR

Paras Rani* Rani,
Mushtaque Ali Jariko Ali,
Nizamudinn Channa channa

Affiliations

Paras Rani* Rani: Institute of Business Administration, University of Sindh, Jamshoro, Pakistan
Mushtaque Ali Jariko Ali: Institute of Business Administration, University of Sindh, Jamshoro, Pakistan
Nizamudinn Channa channa: Institute of Business Administration, University of Sindh, Jamshoro, Pakistan

DOI: https://doi.org/10.37435/NBR22051001
Journal volume & issue: Vol. 4, no. 1

Abstract

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ABSTRACT Purpose— Adopting a qualitative approach, this study inquired into the implementation of Customer relationship management (CRM) within the banking sector. The aim of this study was to develop a better understanding of how and why the banking sector implements CRM in the workplace.

customer relationship management, value creation, customer satisfaction

Published in NUST Business Review

ISSN: 2707-6598 (Print); 2707-6601 (Online)
Publisher: National University of Sciences and Technology, Islamabad
Country of publisher: Pakistan
LCC subjects: Social Sciences: Commerce: Business
Website: https://nbr.nust.edu.pk/

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