Customer Perceptions of the Banking System Through Customer Relationship Management in Pakistan

Customer Perceptions of the Banking System Through Customer Relationship Management in Pakistan

Tansif Ur Rehman, Syed Adeel Ali Bukhari, Ghulam Dastgir, Mehmood Ahmed Usmani
DOI: 10.4018/978-1-7998-8451-4.ch007
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Abstract

CRM refers to a set of business tactics, tools, and procedures that aid in developing long-term connections between businesses and their customers. The purpose of this study is to give the initial findings of customer relationship management. Little research exists in this sphere concerning the banking sector. The sample size is 30 customers of a local privatized bank in Karachi, as it is the hub of financial activities in Pakistan. The survey is adopted from Lu and Shang's work with few changes. This study will analyze whether the instrument is reliable or not. Cronbach's alpha value has been found to evaluate the reliability and internal consistency of the instrument. In this study, the levels of agreements and disagreements have been used to conclude the respective instrument's validity.
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Literature Review

Earliest Banks

According to historical data, the first banks in the ancient world were most likely religious temples. They were most likely founded in the third millennium B.C. Scholars have also claimed that these banks foresaw the development of money (Gilbart, 1919; Millet, 2002). Grain was first placed, but other products such as animals and agricultural machinery were added later. Valuable metals such as gold on compressed plates (i.e., simple to transport) and precious stones were eventually placed (Liverani, 2013). Temples and palaces were the safest places to keep money and other valuables since they were well-maintained and well-constructed as holy sites (Schmandt-Besserat, 1992). Additional records of loans were given by temple priests to merchants in Babylon in the 18th century B.C. Financial had progressed that rules controlling banking operations and processes could be justified by Hammurabi's Code, written around 1754 BC (Prince, 1904).

Key Terms in this Chapter

Customer Relationship Management: It is a method for businesses to understand their customers better and respond quickly—and in some cases, instantly—to changing customer preferences.

E-Commerce: Transactions conducted on the internet.

B2C: It refers to the process of a firm selling products and services directly to end-users or customers.

Banking: These are the services offered by a bank.

E-Banking: It is online banking, i.e., via the internet.

B2B: It is a transaction between two businesses, a wholesaler, and a retailer.

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