THE KEY ASPECT OF CRM RELEVANT TO ITS IMPLEMENTATION IN THE BANKING SECTOR

Abstract

Purpose— Adopting a qualitative approach, this study inquired into the implementation of Customer relationship management (CRM) in the banking sector. The aim of this study was to develop a better understanding of how and why the banking sector implements CRM in the workplace. Methodology—Interviews carried out with top management in three major cities of Sindh province. Data were subjected to thematic analysis, resulting in the development of three categories including empirical themes, theoretical concepts and theoretical dimensions. Findings— This research intends to investigate and expand our basic understanding of CRM, contributing to the literature by expanding our knowledge of the subject while examining all of the closely linked issues. As a result, it increases the revenue. Originality— It can influence the banking sector and its prospective effects in different scenarios. A good CRM program may help companies that gain unforeseen. yet significant benefits in the high competition of capital markets. Moreover, the suggestions are supposed to think about the configuration of an encouraging atmosphere for implementing CRM in developing countries. The recommendations are established on top of the domino that affects the literature review.