Abstract

Banking in Saudi Arabia has undergone considerable growth, and the importance of customer relationship management (CRM) activities aimed at enriching the overall service satisfaction among its customers is intensifying. The aim of this paper is to study the CRM implementation process within Saudi banks and evaluate the most important constructs of CRM to create a model that helps organizations to implement CRM successfully. A survey of 101 respondents from the banking industry in Saudi Arabia participated in this study to investigate CRM implementation and the main constructs associated with this process. Data were analyzed to validate the proposed model for CRM implementation.  

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