A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises
The objective of this study is to analyze the extent to which CRM is being applied by commercial banks with regards to the SMEs. This study will analyze th erole of Relationship Managers, mode of communication between banks and the SMEs, the usage of electronic delivery channels and customers databa...
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my-mmu-ep.972009-12-15T06:16:21Z A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises 2003 Thangarajah@M.Thiyagarajan, HF5410-5417.5 Marketing. Distribution of products The objective of this study is to analyze the extent to which CRM is being applied by commercial banks with regards to the SMEs. This study will analyze th erole of Relationship Managers, mode of communication between banks and the SMEs, the usage of electronic delivery channels and customers database on the retention of SME customer. This study employs the importance of personal banker model which was introduced by Colgate and Stewart (1998) and Easingwood and Arnott (1991) importance-performance analysis. two different sets of postal questionnaire were used to extract information from 136 SMEs 2003 Thesis http://shdl.mmu.edu.my/97/ http://vlib.mmu.edu.my/diglib/login/dlusr/login.php masters Multimedia University Research Library |
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MMU Institutional Repository |
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HF5410-5417.5 Marketing Distribution of products |
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HF5410-5417.5 Marketing Distribution of products Thangarajah@M.Thiyagarajan, A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
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The objective of this study is to analyze the extent to which CRM is being applied by commercial banks with regards to the SMEs. This study will analyze th erole of Relationship Managers, mode of communication between banks and the SMEs, the usage of electronic delivery channels and customers database on the retention of SME customer. This study employs the importance of personal banker model which was introduced by Colgate and Stewart (1998) and Easingwood and Arnott (1991) importance-performance analysis. two different sets of postal questionnaire were used to extract information from 136 SMEs |
format |
Thesis |
qualification_level |
Master's degree |
author |
Thangarajah@M.Thiyagarajan, |
author_facet |
Thangarajah@M.Thiyagarajan, |
author_sort |
Thangarajah@M.Thiyagarajan, |
title |
A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
title_short |
A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
title_full |
A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
title_fullStr |
A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
title_full_unstemmed |
A Study of Customer Relationship Management in Malaysian Commercial Banks and Its Implications for the Small and Medium Enterprises |
title_sort |
study of customer relationship management in malaysian commercial banks and its implications for the small and medium enterprises |
granting_institution |
Multimedia University |
granting_department |
Research Library |
publishDate |
2003 |
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1747829087331680256 |