International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 8, Issue 5 (May 2021), Pages: 44-52

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 Original Research Paper

 Title: CRM system and potential customer loyalty trends: Some evidence of customer engagement

 Author(s): Abdelmageed Algamdi 1, Said Khalfa Mokhtar Brika 2, *, Imane Laamari 3, Khalil Chergui 4

 Affiliation(s):

 1Department of Computer and Information Systems, Community College, University of Bisha, Bisha, Saudi Arabia
 2Department of Administrative Sciences, Community College, University of Bisha, Bisha, Saudi Arabia
 3Department of Management Business, College of Business, University of Bisha, Bisha, Saudi Arabia
 4Department of Management Sciences, Faculty of Economics, University of Oum El Bouaghi, Oum El Bouaghi, Algeria

  Full Text - PDF          XML

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-8918-578X

 Digital Object Identifier: 

 https://doi.org/10.21833/ijaas.2021.05.005

 Abstract:

This present paper aims to validate the relationship between loyalty programs and to recognize the value of implementing CRM systems by the dimensions of CRM realize and commercial banks. This article also presents an emerging CRM research literature as CRM's customer-focused component, investigating the relationship between CRM and customer loyalty. By implementing robust information management, CRM aims to improve customer interactions through a portfolio of trust-building activities. Simultaneously, most CRM literature focuses on banks designing and executing CRM initiatives. The current research explored various customer loyalty determinants but pay less attention to understanding the relationship between product dimensions and fundamental loyalty mechanisms. The study used both quantitative and qualitative data, focusing on Saudi banks' CRM dimensions and customer loyalty. The Data were collected using surveys and interviews. The finding of this study indicates that the basis of the relationship between the bank and customers is the element of credibility and security privacy and confidentiality of information. However, customer acquisition practiced more than preserving customers (contact, quality of service, market response). Building relationships with them, so the Bank services focused on the retention customers and building relationships with them in the short term, because it is a Less cost, and ameliorate part of customer segmentation actual and potential market of banks on the long term strategy. The study enriches the banking literature on how to implement customer relationship management (CRM) in financial institutions. This topic has not been discussed mainly in the Middle East except in a few studies. Despite the challenges facing banks in light of the spread of Fintech companies and their repercussions on banks operating in the region. 

 © 2021 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords: CRM, Contact, Security privacy, Market response, Quality of service, Customer loyalty

 Article History: Received 29 October 2020, Received in revised form 29 December 2020, Accepted 17 January 2021

 Acknowledgment 

The authors would like to thank the anonymous reviewers and the editor for their insightful comments and suggestions.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

  Algamdi A, Brika SKM, and Laamari I et al. (2021). CRM system and potential customer loyalty trends: Some evidence of customer engagement. International Journal of Advanced and Applied Sciences, 8(5): 44-52

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 

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