Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

Tahita Akter; Shakil Ahmad

doi:doi:10.11648/j.jfa.20241206.12

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Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

Tahita Akter

, Shakil Ahmad^*

Published in Journal of Finance and Accounting (Volume 12, Issue 6)

Received: 29 October 2024 Accepted: 13 November 2024 Published: 3 December 2024

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Abstract

This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.

Published in	Journal of Finance and Accounting (Volume 12, Issue 6)
DOI	10.11648/j.jfa.20241206.12
Page(s)	156-164
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Service Quality, Employee Behavior, Handling Complaints, Customer Satisfaction, SPSS, Bangladesh

References

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APA Style

Akter, T., Ahmad, S. (2024). Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. Journal of Finance and Accounting, 12(6), 156-164. https://doi.org/10.11648/j.jfa.20241206.12

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ACS Style

Akter, T.; Ahmad, S. Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. J. Finance Account. 2024, 12(6), 156-164. doi: 10.11648/j.jfa.20241206.12

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AMA Style

Akter T, Ahmad S. Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. J Finance Account. 2024;12(6):156-164. doi: 10.11648/j.jfa.20241206.12

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@article{10.11648/j.jfa.20241206.12,
  author = {Tahita Akter and Shakil Ahmad},
  title = {Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram
},
  journal = {Journal of Finance and Accounting},
  volume = {12},
  number = {6},
  pages = {156-164},
  doi = {10.11648/j.jfa.20241206.12},
  url = {https://doi.org/10.11648/j.jfa.20241206.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jfa.20241206.12},
  abstract = {This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.
},
 year = {2024}
}

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TY  - JOUR
T1  - Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

AU  - Tahita Akter
AU  - Shakil Ahmad
Y1  - 2024/12/03
PY  - 2024
N1  - https://doi.org/10.11648/j.jfa.20241206.12
DO  - 10.11648/j.jfa.20241206.12
T2  - Journal of Finance and Accounting
JF  - Journal of Finance and Accounting
JO  - Journal of Finance and Accounting
SP  - 156
EP  - 164
PB  - Science Publishing Group
SN  - 2330-7323
UR  - https://doi.org/10.11648/j.jfa.20241206.12
AB  - This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.

VL  - 12
IS  - 6
ER  -

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Author Information

Tahita Akter

School of Business, University of Creative Technology Chittagong, Chittagong, Bangladesh

Contact Email

http://orcid.org/0009-0009-2547-1232
Shakil Ahmad

School of Business, University of Creative Technology Chittagong, Chittagong, Bangladesh

Contact Email

http://orcid.org/0000-0002-5165-9361

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Plain Text BibTeX RIS

APA Style

Akter, T., Ahmad, S. (2024). Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. Journal of Finance and Accounting, 12(6), 156-164. https://doi.org/10.11648/j.jfa.20241206.12

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ACS Style

Akter, T.; Ahmad, S. Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. J. Finance Account. 2024, 12(6), 156-164. doi: 10.11648/j.jfa.20241206.12

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AMA Style

Akter T, Ahmad S. Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram. J Finance Account. 2024;12(6):156-164. doi: 10.11648/j.jfa.20241206.12

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@article{10.11648/j.jfa.20241206.12,
  author = {Tahita Akter and Shakil Ahmad},
  title = {Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram
},
  journal = {Journal of Finance and Accounting},
  volume = {12},
  number = {6},
  pages = {156-164},
  doi = {10.11648/j.jfa.20241206.12},
  url = {https://doi.org/10.11648/j.jfa.20241206.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jfa.20241206.12},
  abstract = {This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.
},
 year = {2024}
}

Copy | Download

TY  - JOUR
T1  - Impact of Customer Relationship Management on Client Satisfaction at the Banking Industry in Chattogram

AU  - Tahita Akter
AU  - Shakil Ahmad
Y1  - 2024/12/03
PY  - 2024
N1  - https://doi.org/10.11648/j.jfa.20241206.12
DO  - 10.11648/j.jfa.20241206.12
T2  - Journal of Finance and Accounting
JF  - Journal of Finance and Accounting
JO  - Journal of Finance and Accounting
SP  - 156
EP  - 164
PB  - Science Publishing Group
SN  - 2330-7323
UR  - https://doi.org/10.11648/j.jfa.20241206.12
AB  - This study investigates the impact of Customer Relationship Management (CRM) practices on Customer Satisfaction (CS) in the banking sector of Chattogram, Bangladesh. Focusing on three primary CRM constructs—Service Quality (SQ), Handling Complaints (HC) and Employee Behavior (EB)—the research aims to identify which factors most significantly influence customer satisfaction. Using a sample of 108 respondents obtained through convenience sampling, the study employs quantitative analysis via Statistical Package for Social Sciences (SPSS) to analyze the relationships between these CRM elements and customer satisfaction levels. The descriptive statistics indicate high mean scores for all CRM constructs, suggesting generally positive customer perceptions. The results demonstrate that complaints handling has the strongest positive impact on customer satisfaction, followed closely by service quality, while employee behavior has a moderate effect. Based on these findings, key recommendations for banks include enhancing complaints resolution processes, standardizing service quality and investing in CRM technology to optimize customer interaction management. This study underscores the importance of effective CRM practices in improving customer satisfaction within Chattogram’s banking sector and provides actionable insights for banks aiming to strengthen customer relationships and enhance satisfaction outcomes. The findings contribute to the growing body of CRM literature and provide valuable guidance for banks looking to refine their customer-centric strategies in a competitive market environment.

VL  - 12
IS  - 6
ER  -

Copy | Download