The impact on the customer relationship marketing performance management (Analytical study on a sample of Jordanian commercial banks ")

Abstract

This research aims to find out and analyze the impact of customer relationship management (CRM) on marketing performance (MP) in a sample of five major Jordanian commercial banks. A questionnaire was applied and an intentional sample of 140 employees was taken from these banks and used for statistical analysis. Hypotheses were tested using simple and multiple regressions, averages, and standard deviations. Results of this research revealed the presence of statistically significant relationship (α ≤ 0.05) between (CRM) and (MP) in Jordanian banks under research. The most important recommendations of this thesis were: enhance the value of the bank customers as it emerged as a strong factor in marketing performance in all hypotheses, and establishment of CRM sections in the organizational structure of some banks that lack such sections. Keywords: CRM, MP, Jordanian Commercial Banks.