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The effect of CRM on employee performance in banking industry

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  • Yapanto, Lis M

    (Universitas Negeri Gorontalo)

Abstract

The relationship between the organization and its clients is the life of every enterprise, whether it is a multinational corporation of several billion employees and a multi-million-deposit business or sole traders with a handful of daily customers. The relationship between the organization and its traditions is the key concern. Between these two cases, consumer relationship management (CRM) is the same in theory and may differ significantly. Both the company and consumers have some factors to meet, such as the desires and expectations of all sides, before forming a contract. We need to earn a profit to succeed and to improve clients expect excellent support, better goods and reasonable pricing. The implementation of a CRM program will impact consumer service and customer knowledge for various purposes. Likewise, adopting a CRM strategy would definitely affect consumer loyalty and awareness. CRM guarantees that consumers are happy and strengthens ties between the company and its clients. Such practices improve the partnership between customers and sales representatives. The study carried out the quantitative approach in the delivery of the questionnaire to more than 100 bank customers. In concise and inferential statistics, the data were handled using the SPSS statistical method. Data indicates that the strong relationship between consumer loyalty and customer happiness of CRM technologies occurs and the stronger the overall customer satisfaction score, the larger the volume of CRM technology deployed.

Suggested Citation

  • Yapanto, Lis M, 2021. "The effect of CRM on employee performance in banking industry," OSF Preprints xbjns, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:xbjns
    DOI: 10.31219/osf.io/xbjns
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    References listed on IDEAS

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    1. Guo, Lin & Xiao, Jing Jian & Tang, Chuanyi, 2009. "Understanding the psychological process underlying customer satisfaction and retention in a relational service," Journal of Business Research, Elsevier, vol. 62(11), pages 1152-1159, November.
    2. Becker, Jan U. & Greve, Goetz & Albers, Sönke, 2009. "The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 207-215.
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