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首页> 外文期刊>International journal of bank marketing >CRM, service quality and organizational performance in the banking industry: a comparative study of conventional and Islamic banks
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CRM, service quality and organizational performance in the banking industry: a comparative study of conventional and Islamic banks

机译：银行业的CRM，服务质量和组织绩效：传统与伊斯兰银行的比较研究

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Purpose - This paper aims to examine a model that uses customer service quality as an intervening mechanism in the relationship between customer relationship management (CRM) practices and organizational performance in two different banking structures: conventional and Islamic. The study focuses on organizational and technological practices of CRM, as both have been demonstrated to be critical to CRM success.Design/methodology/approach - The analysis is based on responses from 247 managers from conventional banks and 141 managers from Islamic banks operating in Morocco using a self-administered questionnaire. The partial least squares structural equation modeling (PLS-SEM) technique is employed for data analysis.Findings - Findings demonstrate that customer service quality plays a mediating role betweenCRMpractices (organizational and technological) and organizational performance in both conventional and Islamic banks. Our results confirm the positive impact of CRM practices on organizational performance in the two banking structures.Practical implications - This study enhances our understanding of how CRM practices contribute to improving customer service quality and organizational performance in both conventional and Islamic banks. Bank managers, who aim to deliver superior service quality and achieve customer satisfaction and retention, should capitalize on the benefits of implementing CRM organizational and technological practices.Originality/value - The present paper bridges a gap pertaining to key practices and factors that impactCRM success in the banking industry. It is the first of its kind to investigate the effect of CRM practices on organizational performance with customer service quality as a mediating variable. The study also contributes to the field of CRM literature, as CRM has rarely been addressed in an Islamic banking context.
机译：目的 - 本文旨在检查一种模型，这些模型采用客户服务质量作为两种不同银行结构中的客户关系管理（CRM）实践与组织性能之间的关系中的干预机制：常规和伊斯兰。该研究侧重于CRM的组织和技术实践，因为两者都被证明对CRM成功至关重要.Design/Methodology/Approach - 分析基于来自摩洛哥的伊斯兰银行的247名管理者的247名管理者的回应使用自我管理的问卷。部分最小二乘结构方程建模（PLS-SEM）技术用于数据分析.Findings - 调查结果表明，客户服务质量在传统和伊斯兰银行两者之间的介绍角色和组织绩效之间发挥着调解作用。我们的成果证实了CRM实践对两家银行结构中的组织绩效的积极影响。本研究提高了我们对CRM实践如何为改善传统和伊斯兰银行的客户服务质量和组织绩效的理解。旨在提供卓越的服务质量和实现客户满意度和保留的银行经理，应利用实施CRM组织和技术惯例的益处。民间/价值 - 本文桥接与影响全面造成的关键实践和因素有关的差距银行业。它是第一次调查CRM实践对组织绩效的影响，以客户服务质量作为调解变量。该研究还有助于CRM文献领域，因为CRM很少在伊斯兰银行环境中解决。

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