The Impact of Customer Relationship Management on Customer Satisfaction in Banking Industry, Malaysia

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BACHELOR OF BUSINESS ADMINISTRATION

RESEARCH METHODS (BUS13023)

RESEARCH PROPOSAL:

The Impact of Customer Relationship Management On Customer Satisfaction In Banking Industry, Malaysia

Submitted to Lecturer

Dr. Choi Sang Long

Prepared by

Tan Bi Hui

(201620043)

Word Count : 10601 words

Page : 22 pages

Abstract

There have been numerous research studies in view of the relationship among customer relationship management (CRM) and customer satisfaction. However, there are only few researchers conducting survey on Malaysia’s banking industry. Accordingly, the main purpose of this study is to clarify the impact of customer relationship management (CRM) elements on customer satisfaction in banking sector. CRM is one of the crucial strategies for enterprises to be more efficiently and effectively than their rivals in the competitive business environment. There are five critical CRM elements are discussed in this study which consists of interaction management, relationship development, behaviour of employees, physical environment, and service quality. There are many previous studied argued in favour that there is a significantly relate and contribute of CRM dimensions on satisfied customers. This study will concentrate on level of customer satisfaction of CRM relationship, in particular on existing banking users of eight commercial banks in Johor Bahru. The eight local and international commercial banks consist of Maybank, Public Bank, Hong Leong Bank, RHB Bank, Bank Simpanan Nasional, OCBC Bank, and CIMB Bank, which have various branches all over Malaysia. Data will collect through a survey on existing customers of the eight selected commercial banks and the data gathered is being to use SPSS software to analyse.

Keywords:  Customer Relationship Management (CRM), Customer Satisfaction, Banking Industry

        TABLE OF CONTENTS        PAGE

ABSTRACTi

TABLE OF CONTENTSii

1.0 CHAPTER ONE: INTRODUCTION

1.1 Introduction1

1.2 Backgound of Study 1

1.3 Problem Statement 2

1.4 Research Objectives3

1.5 Research Questions3

1.6 Significance of Study3

1.7 Scope of Study4

1.8 Definition4

1.9 Conclusion4

2.0 CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction5

2.2 The Theoretical Background 5

2.2.1 Customer Relationship Management (CRM) 5

2.2.2 Significant Elements of CRM 7

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