n Acta Commercii - The influence of bank employees on bank customer relationship management

Volume 7, Issue 1
  • ISSN : 2413-1903
  • E-ISSN: 1684-1999


Despite extensive research in services marketing, much is still unknown to specific service providers on the influence of their employees on their services. This paper attempts to address this limitation and investigates the influence of employees on the customer relationship management (CRM) of banks. The primary objective of this paper is to investigate the influence of selected independent variables, namely and , on the CRM of banks.

An empirical investigation was conducted with a structured questionnaire with items that related to banks' CRM in terms of and . The sample consisted of 290 banking clients in the Nelson Mandela Metropolitan area and the response rate was 91.03%.
Significant positive relationships exist between both the , and of bank employees and a bank's CRM. These relationships imply that more extensive and more positive of bank employees lead to improved, maintained relationships between a bank and its clients. Employees play an important role in banksâ?? client relationships.
Banks should focus on increasing their employees' and improving their attitude to ensure higher levels of CRM. This paper provides strategies for banks and could create greater awareness among South African banks of the advantages of CRM, how their employees influence their CRM, and ways to adapt to these influences.
No study has focused exclusively on CRM within banks in South Africa. Prior research focused on customer service and service quality; both possible results of superior CRM. However, this research differs, as it identifies the variables influencing CRM in banks in South Africa. It is proposed that this paper will be beneficial for South African banks, as the recommendations may be used to ensure higher levels of CRM in banks.

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