Abstract:
Purpose: The aim of this research is to find out the impact of customer relationship management
on customer value in the banking sector of Pakistan. Though, there are several elements of
customer relationship management, however, only physical environment, service quality and
employee behavior is studied in this research.
Methodology/ Sample: This research is basically a quantitative study as questionnaire survey is
used to find out the relationship between customer relationship management and customer value.
The research analyzes outcomes of 400 questionnaires where the sample includes
visiting banks in Pakistan. The outcomes of questionnaires are analyzed using SPSS.
customers
Findings: The study revealed that customer relationship management is an important element that contributes to the bank success. Therefore, the banks operating in Pakistan increasingly
focuses on enhancing and improving customer relationship management so that more value
could be added to the customer services.
Limitations: Time and restriction of word count is the major limitation of the research.
However, the outcomes of the research is limited only to banking sector and only three variables
of customer relationship management, i.e., physical environment, employee behavior and
quality.
service
Recommendations: The research recommends that there is still need to adapt better practices to
improve CRM practices, policies, procedures and approaches.
