The Role of Customer Relationship Management on Enhancing the Customers’ Satisfaction in the Banks in Palestine

Abstract

The aim of this paper is to investigate the role of customer relationship management on customers’ satisfaction in the banks in Palestine. The primary data was collected from Palestinian Banking Employees. Based on the multiple regression analysis and person correlation tests, this paper finds these results that the regression indicated these two predictors: CRM system integration and Service quality explained 64.2% of the variance (R²= 0.642, F (5,223) =50.222, P< 0.05). The scholars’ found that service quality significantly predicted customers’ satisfaction (ß=.191=, p=0.001), as did CRM system integration (ß=.727=, p=0.000). In addition, study finds that there is a positive significant relationship between customer relationship management dimensions and customers satisfaction. Finally, this study recommended keeping the effective communication between CRM and the bank’s customers.