THE KEY ASPECTS OF CRM RELEVANT TO IMPLEMENTATION IN THE BANKING SECTOR
DOI:
https://doi.org/10.37435/NBR22051001Keywords:
customer relationship management, value creation, customer satisfactionAbstract
ABSTRACT
Purpose— Adopting a qualitative approach, this study inquired into the implementation of Customer relationship management (CRM) within 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.
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