CUSTOMER RELATIONSHIP MANAGEMENT IN SAUDI ARABIA

Customer Relationship Management in Saudi Arabia

Table of Content

CHAPTER 1: INTRODUCTION1

Background And Purpose Of Study2

The Purpose Of Study3

Rationale4

Research Questions4

CHAPTER 2: LITERATURE REVIEW6

Customer Relationship Management6

The Importance of CRM In Banking Sector9

Service Value And Customer Relationship Management10

CRM and the Supplemented Value13

Quality and Administration Control14

CRM and Comparable Positioning15

Definition of Customer satisfaction16

Measuring Customer Service Quality20

Models of Customer Satisfaction25

Cycle of Customer Satisfaction27

Importance of Customer Satisfaction for the Firm28

E-service and the External Customer29

Annuity Satisfaction31

Customer Satisfaction Vs Customer Dissatisfaction31

Customer Dissatisfaction32

Confirmation / Disconfirmation33

Relationship between Customer Satisfaction and loyalty33

Customer Satisfaction and Customer Loyalty34

Consumer Satisfaction and Relationship Marketing Theory35

Relationship Satisfaction and Salesperson36

Role of Trust in Customer Relationship37

Commitment and Customer Relationship37

Relationship between Service Quality and Customer Satisfaction38

Customer Satisfaction and Value38

Relationship between Marketing and Customer Satisfaction40

CHAPTER 3: METHODOLOGY42

Paradigm42

Approach42

Strategies42

Data Collection43

Sample43

Data Analysis44

Validity and Reliability44

CHAPTER 4: RESULT AND DISCUSSION45

Riyad Bank45

RQ1: How does Customer Relationship Management be utilised in Riyad bank?47

RQ2: How can banks get benefits of CR1VI technology in banking?49

RQ3: How can banks implement CRM technology successfully in banking?55

Analysis57

Within-Case Analysis57

Mass Customization57

Monitor Customer Behavior58

Market Segmentation58

Mass Market Operation58

Customer Promotion and Retention59

Personalization59

Maximize Customer Lifetime Value59

Right Product for Right Customer60

Customer Profiling60

Enhanced Customer Service60

Accurate Marketing Campaign61

One-to-One Marketing61

Accuracy in Order Management61

Competitive Financial Product62

Real-time Overview of Liquidity Position62

Localization of Transactions62

Minimized Administrative Work63

Highest Security System63

Complete Overview of Organizational Activities63

One Point of Contact63

Locks in Target Prices64

Complete Overview of Transactions64

Reduced Cost of Operation64

Different Contact Options for Customer65

Customer Recognition65

Increased Customer Loyalty65

Second Stage: CRM in Saudi Arabia Banking65

CHAPTER 5: CONCLUSION73

Limitation Of Study73

REFERENCES75

APPENDIX80

CHAPTER 1: INTRODUCTION

A primary purpose of management and marketing strategy is to evolve the competitive benefit (Devlin and Ennew, 1997). A competitive benefit presents customers with better worth in evaluation to competitive offerings. According to Porter (1980), there are two generic modes of setting up the competitive benefit, low-cost supplier or by differentiating offer in the exclusive and precious way. Every company has to address how to go in the market and then construct and defend its competitive position. Banks start to appreciate that no bank can offer all goods and be best/leading bank for all customers. They are compelled to find the new cornerstone for competition and they have to advance quality of their own products/services (prodserv) (Zineldin, 1996; Olsen, 1992).

Banking has conventionally functioned in the somewhat steady natural environment for decades. However, today commerce is opposite the spectacularly hard-hitting competition in the new deregulated environment. The snare outcome of latest competition and legislation is that customary banks have lost the considerable percentage of their household enterprise to vitally non-bank competition. Competition will undoubtedly extend to be the more important factor. Finding the location in this heating scheme sun becomes crucial to long-range profitability and supreme survival of bank. Those banks that are not contemplating new air to construct and defend their competitive place will probable become victims of that heating scheme sun.

Evaluation of relationship amidst quality, productivity and positioning needs an comprehending and written check of components of quality relation to procedures strategy (Zineldin, 1995a, 1996, 2000). Improving intangible attributes of service quality is not inevitably accomplished by higher asset spending. It is probable that service quality may still be ...