Impact of Customer Relationship Management: Approach on Customer Satisfaction

Abstract

The study aims to investigate the effect of applying the concept of Customer Relation Management (CRM) on customer satisfaction and decreasing the rate of customer’s loss in the Agricultural Bank of Sudan. Delivery and collection questionnaire was used, and responses from 65 customers in ABS were retrieved using stratified sampling. The customers were classified according to inside and outside customers 'classification. The study found that adopting CRM concept in ABS bank was significantly correlated with in positive direction with reaching customer satisfaction. The study recommend that the ABS bank should concentrate more on developing the provided services and dealing with customers complaints and queries in efficient and proper ways ended with taking customers feedback and involving customers in any future strategies and establish continuous communication with customers using different communication channels in order to reach ultimate goal of CRM adoption.