The Role of customer relationship management on World Partners Bank

• Main Authors: Corpuz, Mark Christian Y., Dumlao, Ruigi Ethon V., Li, Bianca Charlene C., Ymson, Maria Carmina A.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Customer relations > Management; Customer relations > Technological innovations; Consumer satisfaction; Banks and banking
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14503
• Institution: De La Salle University

This study aimed to determine how Customer Relationship Management affects Customer Satisfaction as one of the performance measures of World Partners Bank and to determine the perception that customers and employees have as regards to the bank's Customer Relationship Management practices. Customers and employees of the banks were surveyed. Data obtained were analyzed using Ordered Logit Regression to determine significant CRM practices as predictors of Customer Satisfaction. Mann-Whitney U Test was also used to compare the two independent group's average perception of Customer Relationship Management that the bank is applying. Among the ten Customer Relationship Management practices, only three had significantly predicted customer satisfaction, namely, customer-interaction strategies, culture, and information technology, in regressive order based on strength of prediction. Also customers perceived the bank to have a higher level of Customer Relationship Management practice compared to the employees' perception of the bank suggesting that employees' view from the inside perspective makes them tend to see what they expect to see.