The Implementation of Customer Relationship Management System and Innovative HR Practices in Pakistani Banking Sector

Abstract

The   growing   competition   in   financial   markets   worldwide   is indicator  for  the  need  of  Customer  Relationship  Management (CRM) systems in baking sector to gain and sustain the competitive advantages.  The  basic  aim  of  the  research  is  to  investigate  and highlight the success factors and status of the CRM implementation in Pakistani Banking Sector. Data obtained from three larger banks (UBL,  HBL  and  MCB)  and  four  other  banks  in  South  Punjab, Pakistan.  Questionnaire  was  used  to  collect  data  from  100  bank employees. The responses were collected on five-point Likert scale. The SPSS software was used to analyse the data. Hypotheses were tested   using   multi   regression   analysis.   Regression   analyses performed  to  check  the  cause-and-effect  relationship  between dependent  variable  (Implementation  of  CRM)  and  independent variables   (top   management   support,   customer   attitude   and Innovative HR Practices). Some of limitations in this study were due to shortage of time and finances. Researchers also suggested some directions for future studies.