A comparative research on customer relationship management in banking sector: A case study Turkey and Libya

Banks need to consider the importance of CRM and its vital role in leading the banks to management and marketing the relationship with the customers in the banking sector in order to improve banking services. Also it is of great significance to consider the competitive advantage creation that provides customers with greater value compared to competitive offerings. With the extreme competition among the banks and broad use of technology for service innovation and delivery, banks attempt to satisfy and retain the customers and using IT systems that are focused on individual customers and non-individual. In this context, banks aim to develop customer relationships and maintain them across a broad spectrum of touch points such as branches, kiosks, ATMs, internet, e-mails, electronic banking, smart cards, call centers and phones and Commercial banks have understood that customer relationship is imperative for their permanent existence in the banking sector. By preserving good relationship with existing customers and attracting new customers, banks can enhance the relationship with customers in the long-run. This thesis first provides an introduction to CRM and the role of electronic banking in CRM and then gives a descriptive analysis of the subject.