Dimensions of customer relationship management and its role in enhancing marketing knowledge-A An exploratory study of a sample of workers in private banks in the city of Dohuk | ||
| TANMIYAT AL-RAFIDAIN | ||
| Article 7, Volume 40, Issue 129, March 2021, Pages 159-184 PDF (1.51 M) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2020.127673.1032 | ||
| Author | ||
| Mohammed A. M. Alhamamy* | ||
| University of Mosul | ||
| Abstract | ||
| This research aims to identify the role that the dimensions of customer relationship management play in enhancing the marketing knowledge of banks in order to achieve communication and success. Banks with their customers, thus leading them to the correctness of their approved decisions. (The private banks in the city of Dohuk) were selected as a community for the study, and a group of workers was chosen randomly as a sample for the Study or Search. The Study or Search approved the questionnaire form after ensuring its validity and stability as a main tool for collecting field side data. The primary data was analyzed using the Statistical Package for Social Sciences Applications (SPSS) and the following statistical methods were used (arithmetic mean, standard deviation, weighted mean, multiple simple correlation coefficient, simple and multiple regression). The Study or Search was enhanced by a set of hypotheses that were tested through a set of statistical analyzes that reflected the reality of those hypotheses, in the affirmative or negative, to arrive at a conclusion that supports the main hypotheses of the research. The Study or Search reached a set of conclusions, the most important of which was that banks should reinforce the customer’s voice dimension, especially with regard to establishing secret channels in a way that enables the bank to hear the customer’s voice about the level of service it provides. Consistent with the content of the conclusions, the researcher reached a set of recommendations, the most important of which is that banks should reinforce the customer’s voice after establishing secret channels in a way that enables the bank to hear the customer’s voice about the level of service it provides. | ||
| Keywords | ||
| Customer Relationship Management; Marketing Knowledge | ||
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