The Effect of Customer Relationship Management on Customer Satisfaction: (The case of United Bank S.C.)

Abstract

The main objective of this study was to examine the effect of customer relationship management on customer satisfaction for the case of United Bank S.C. The researcher used the behavioral components of CRM i.e. reliability, process driven approach, customer focus and technology orientation as independent variables to examine its effect on customer satisfaction. The researcher was used descriptive and explanatory research design to meet the research objectives. The researcher was used convenient sampling method to get representative sample from the populations. The researcher collected data from four branches of United bank S.C through structured questionnaire to assess customers’ level of agreement regarding CRM practice in their respective banks. A total of 394 questionnaires were distributed to collect data and out of the total 357 questionnaires were returned. The collected data was analyzed using statistical package for social science (SPSS) version 20.The descriptive statistics (mean, standard deviation) and inferential statistics (correlation and regression) were used to described demographic facts, to test hypothesis and to answer research questions. The statistical result showed that Customer relationship management which is represented by four behavioral components has a positive and significant influence on customer satisfaction. The researcher suggested that United Bank S.C has to pay attention to CRM reliability dimension as it has highest influence on customer satisfaction.