IMPACT OF CRM AS SERVICE QUALITY, PHYSICAL ENVIRONMENT AND EMPLOYEE BEHAVIOR, IN BUILDING CUSTOMER VALUE IN THE BANKING SECTOR OF PAKISTAN

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.