The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector

Mohannad A. M. Abu Daqar and Ahmad K. A. Smoudy
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Mohannad A. M. Abu Daqar: Department of Management and Business Administration, Doctoral School of Management and Business Administration, Szent István University, Hungary, 2100, Pater Karoly Utca 1, Gödöllo, Hungary
Ahmad K. A. Smoudy: Department of Business Administration, Palestine.

International Review of Management and Marketing, 2019, vol. 9, issue 4, 39-46

Abstract: The main aim of this study is to investigate the impact of Customer Relationship Management on consumer buying behavior. The researcher used primary data through a close-ended structured survey were distributed at banks customers in Palestine, and the second source of data is the interviews with selective banks top management in Palestine who is dealing with CRM. The results of this research work revealed that there is a positive strong relationship between CRM and consumer buying behavior. Consumer Buying Behavior explained 75.75% of the variance (R²= 0.7575, F (1,98) =375,703, P

Keywords: Customer Relationship Management; Consumer Buying Behavior; Integrated Marketing Communication. (search for similar items in EconPapers)
JEL-codes: G21 M30 M31 (search for similar items in EconPapers)
Date: 2019
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