Please use this identifier to cite or link to this item:
http://repository.aaup.edu/jspui/handle/123456789/2685
Title: | Strategic Planning and Fundraising Program (Jenin) رسالة ماجستير |
Authors: | Abu Daqar, Mohannad Ahmad$AAUP$Palestinian |
Keywords: | employees behavior,service quality |
Issue Date: | 2017 |
Publisher: | AAUP |
Abstract: | The aim of this thesis is to identify the role of customers’ satisfaction in mediating the impact of customer relationship management (CRM) on long-term customers’ loyalty in the banking industry in North West Bank- Palestine. It uses the analytical descriptive methodology to address the problem, answer questions, and study hypotheses. The researcher identifies the population in this study for the banking industry in the North West Bank, around 1,960 employees working in these banks, either local or foreign banks. The researcher uses a stratified random sample which has been calculated based on (Morgan, 1970) equation; the sample size is 322 employees (male and female). The researcher used the survey questionnaire as the main thesis instrument which consists to many sections: section (1) is the Demographic variables (sex, marital status, qualification, age, bank, position, and years of experience). Section (2) is Customer Relationship Management; this section has five dimensions (service quality, customer’s database, employee’s behavior, solving customer’s problems, and CRM system integration), with a total of 45 items. Whereas Section (3) measures the customers’ satisfaction, it consists of 12 items, while the last section is long-term customers’ loyalty with a total of 11 items. This study achieved many results, the main results are: there is a high level in implementing the CRM concept, customers’ satisfaction and long-term customers’ loyalty. The study showed that these three concepts (CRM, customers’ satisfaction, and long-term customers’ loyalty) play a significant role in the banking industry in the North West Bank. On the side, the study showed that there are strong positive relationships between CRM with its five dimensions (service quality, customer’s database, employee’s behavior, solving customer’s problems, and CRM system integration), customers’ satisfaction, and long-term customers’ loyalty. In addition, the study explains through the path analysis test that there is no role for customers’ satisfaction in mediating the impact of customer relationship management on long-term customers’ loyalty in the banking industry in the North West Bank- Palestine. Further, the analysis showed that CRM system integration has a positive direct effect on long-term customers’ loyalty, and the same for customers’ satisfaction on long-term customers’ loyalty. By using the regression analysis, it was determined that there is a direct impact between (employee’s behavior and CRM system integration) and long-term customers’ loyalty, whereas there is a direct impact between (CRM system integration and service quality) and customers’ satisfaction. The study proved that the demographic variables created differences among the respondent’s answers in the role of customers’ satisfaction in mediating the impact of CRM on long-term customers’ loyalty in the banking industry in the North West Bank- Palestine. The study recommended some of the issues that have significant role to assist the bankers to improve the CRM system in order to attain customers’ satisfaction and loyalty; the following are some of it: Bankers need to investigate why male employees were more effective in service quality than females in their banks. Besides, do male employees gain more training programs than female employees, or do they have interest and attention in providing better services for customers than females? The researcher recommended that local banks need to improve their capabilities to enhance the service quality and employee’s behavior level, and to update the customer’s database with the recent systems and technologies, in order to provide better service for customers that is appropriate to their needs through the gathering of accurate information about them and by building a strong relationship with customers. On the other side, local banks are advised to keep their efforts to maintain their relationship with its loyal customers. The banks could promote customer retention strategies, by offering higher service quality levels through making poll results about the service levels provided from the bank itselfM. compared with the other banks in the industry. Some of these strategies would anticipate customers’ behaviors through analyzing their data, so the banks will be aware and in tune with the new customers’ trends and how they could be applied using the available technology, applications, systems, and the qualified human resources to apply these changes on the banks policies and strategies. By following up and watching the customers’ data, the banks will be able to handle and respond to any change in the customers’ behaviors and their needs and know how best to satisfy their needs with the least cost. Customers’ loyalty program could be applied to improve the customers’ perception toward the banks with a positive image. The banks were also advised to periodically review the customer’s problems and complaints to avoid any similar problems because of its significant role on the banks’ reputation; the researcher clarified that customers’ have a high interest in the banks role by dealing with their problems seriously and effectively on time and avoiding similar problems in future, so banks positive reputation has a most significant role to sustain the bank image in front of their customers and to trust their ability to solve their problem in private and effective ways. The researcher recommends that the banks keep effective communication between the CRM system and customers due to high turnover of relationship managers in the banks; customers’ desire concurrent and alternative communication channels with their banks in the absence of the relationship managers who have the responsibility in handling the customers’ accounts services; therefore, banks are advised to enhance their online customer service centers because this method will keep a focus on the customers’ needs and track their online request orders in an efficient way, thus creating secure feelings among customers that the banks are highly interested in following up their requests on time and with suitable methods; this procedure will attain and sustain the trust channels between the customers and the banks. |
Description: | Master \ Strategic Planning and Fundraising |
URI: | http://repository.aaup.edu/jspui/handle/123456789/2685 |
Appears in Collections: | Master Theses and Ph.D. Dissertations |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
مهند ابو دقر.pdf | 2.37 MB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.
Admin Tools