The role of strategic customer relationship management in reducing customer banking shortcomings: (an exploratory study of a sample of Iraqi bank customers)

Abstract

 Purpose: The study sought to diagnose and test the impact between the study variables, and to contribute to providing a conceptual framework on the current study variables represented by strategic customer relationship management as an independent variable with its dimensions (customer retention, customer satisfaction, customer value, relationship marketing, customer loyalty) and its relationship with the shortcomings of the banking customer as a dependent variable with its dimensions (market similarity, perceived service quality, unattractiveness of alternatives, obstacles to switching, avoiding switching, satisfaction with the current situation).

Design/Methodology: The study was designed using the descriptive analytical approach through deductive analysis in the cognitive and experimental field of the study model and hypotheses. Data and information were collected through distributing questionnaire forms to a sample of customers of the Iraqi government banking sector in Najaf Governorate in government institutions (University of Kufa, Najaf Governorate Education Directorate, Najaf Health Department, Shiite Endowment Directorate, Imam Al-Kadhim College (PBUH)/ Najaf Departments) dealing with banks (Rashid Bank, Rafidain Bank, Trade Bank of Iraq TPI) which were chosen as a community to conduct the study in a sample of (201) customers in the aforementioned banks. (13) of them were excluded as they were not suitable for analysis. Thus, (188) questionnaires were used in the analysis process. The questionnaire tool relied on the five-point Likert scale, as the researcher relied on solid scales whose validity and stability were tested through means and statistical methods using the exploratory and confirmatory factor analysis method. The data were processed using software Advanced Statistics (Smart-PLS).

Value or Originality: The study came as an attempt to bridge the knowledge gap in the study indicators and provide a scientific contribution to the study community.

Results: The results proved the achievement of the study hypotheses that there is a real impact of the strategic customer relationship management variable on the bank customer's shortcomings.

Keywords: strategic customer relationship management, bank customer shortcomings.