Customer relationship management system and the development of customer culture in moroccan banks: Case of Alpha, Beta and Gamma
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Jabraoui, Siham [1] ; Gaber, Hasnaa [1]
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[1] Université Hassan II de Casablanca
Université Hassan II de Casablanca
Marruecos
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- Localización: Estudios de economía aplicada, ISSN 1133-3197, ISSN-e 1697-5731, Vol. 38, Nº. 4 (The Recent Economic Trends and their Impact on Marketing), 2020 (Ejemplar dedicado a: The Recent Economic Trends and their Impact on Marketing)
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Can we consider customer culture as a prerequisite for the CRM success? This is the core proposition of this research, which aims to study customer culture as a determining variable in CRM projects on one hand, and to analyze the impact of these projects on the development of customer culture in three Moroccan banks on the other hand. The first proposition illustrates the first meaning of the relationship by studying the impact of a CRM project on the development of customer culture. The second illustrates the other meaning namely the role of customer culture in the implementation of a CRM project. In order to analyze these proposals from an empirical point of view, we chose to conduct a qualitative survey via semi-structured interviews with CRM project actors in three Moroccan banks: Alpha, Beta, Gamma.
