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Customer Relationship Management in Romanian Banks

Author

Listed:
  • Alina Elena Cerchi

    (“Valahia†University of Targoviste)

  • Alexandra Zaif

    (“Transilvania†University of Brasov)

Abstract

Nowadays, banks noticed the importance of the CRM systems and started to implement them according to their strategy. Customer relationship management solutions help banks to raise their number of clients, retain existing ones and grow their customer lifetime value. The paper highlights the measures that banks should take in order to enhance the performance of CRM. Customer relationship management in the banking system represents a research step in an interdisciplinary area of maximum interest. The subject is very important for researchers, as well as for bankers. The research about the customer service in the banks measures the customer satisfaction and tries to identify the main problems that the banks are facing with and the future of CRM in banking using the new technologies.

Suggested Citation

  • Alina Elena Cerchi & Alexandra Zaif, 2019. "Customer Relationship Management in Romanian Banks," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 440-446, December.
    • Handle: RePEc:ovi:oviste:v:xix:y:2019:i:2:p:440-446
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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2020/02/Section%20IV/7.pdf
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    References listed on IDEAS

    as
    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
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    Cited by:

    1. Irena Munteanu & Amelia Petrică, 2022. "Aspects Regarding the Monetary Policy in The European Union's Countries," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 933-942, Decembrie.

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    More about this item

    Keywords

    customer relationship management; banking; innovation; customer satisfaction; loyalty;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • G40 - Financial Economics - - Behavioral Finance - - - General

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