THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON THE BANKING PERFORMANCE OF COMMERCIAL BANKS IN NEPAL
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Shanker Dev Campus
Abstract
The main objective of this study is to examine the effect of customer relationship
management (key customer focus, customer knowledge management, organizing around
customer relationship management, and technology-based customer relationship
management) on the marketing performance of selected commercial banks in Nepal. In
this study, both qualitative and quantitative approaches were employed. The study used
primary and secondary sources to gather data. Primary data were collected through a 5
point Likert-scale questionnaire. The population of the study was employees (managers,
supervisors, and professionals) of selected banks. The total sample size for the study was
410. To analyze the collected data correlation and multiple regression were used. The
findings show that Key client focus had the highest effect on marketing performance
followed by Organizing around CRM and technology. On the contrary, Knowledge
Management is insignificantly related to marketing performance. Therefore, based on the
findings the researcher has recommended that the bank should work more on those three
customer relationship management dimensions (key client, organizing around CRM, and
technology) that significantly affect the marketing performance.