Due to the rapid expansion in banks and the severe competition for customers’ retention, banks have started using various marketing strategies to achieve their objectives. Customer Relationship Marketing is one of the marketing strategies that may be used in this respect. The study aims to investigate the impact of Customer Relationship Marketing on Customer Satisfaction in Banking Industry in KSA and Jordan. An e-mail questionnaire was designed and sent to 500 hundred customers of Arab Bank in KSA and Jordan, creating two sample pools of respondents. A total of 151 of the collected questionnaires were valid. The study findings show medium to high degrees of positive attributes of the two samples toward Customer Relationship Marketing dimensions (trust, commitment, communication, empathy, social bonding and fulfilling promises) on customer satisfaction. The findings also indicate different attitudes regarding the importance of Customer Relationship Marketing dimension between the two samples. The findings also indicate different results regarding the impact of Customer Relationship Marketing on customer’s satisfaction due to gender, age and educational level. Ultimately, the study suggested that Arab bank, whether in the study’s two selected countries, or in other countries where it has branches and operates from, should apply Customer Relationship Marketing in order to maintain its market share in the market.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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