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Customer Relationship Management in Romanian Banks

Alina Elena Cerchi () and Alexandra Zaif ()
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Alina Elena Cerchi: “Valahia†University of Targoviste
Alexandra Zaif: “Transilvania†University of Brasov

Ovidius University Annals, Economic Sciences Series, 2019, vol. XIX, issue 2, 440-446

Abstract: Nowadays, banks noticed the importance of the CRM systems and started to implement them according to their strategy. Customer relationship management solutions help banks to raise their number of clients, retain existing ones and grow their customer lifetime value. The paper highlights the measures that banks should take in order to enhance the performance of CRM. Customer relationship management in the banking system represents a research step in an interdisciplinary area of maximum interest. The subject is very important for researchers, as well as for bankers. The research about the customer service in the banks measures the customer satisfaction and tries to identify the main problems that the banks are facing with and the future of CRM in banking using the new technologies.

Keywords: customer relationship management; banking; innovation; customer satisfaction; loyalty (search for similar items in EconPapers)
JEL-codes: M15 G21 O32 G40 (search for similar items in EconPapers)
Date: 2019
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