"Examining the Impact of CRM Practices on Customer Satisfaction: A Quantitative Analysis"

Abstract

Customer Relationship Management (CRM) practices play a crucial role in enhancing customer satisfaction and loyalty in the banking sector. This study aims to examine the impact of CRM practices on customer satisfaction in the context of the banking industry. A quantitative analysis was conducted, and data were collected from 300 customers of various banks. Descriptive statistics were used to analyze customers' perceptions of CRM practices and their impact on customer satisfaction. The results indicate that CRM practices have a positive impact on customer satisfaction, with customers reporting enhanced relationships with their banks, reduced processing times, and increased access to personalized services. However, there are areas where improvement is needed, such as providing visually appealing materials for introducing customers to e-CRM and offering more attractive incentives. This study highlights the importance of CRM practices in improving customer satisfaction in the banking sector.