DefinePK

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  were performed  to  check  the  cause-and-effect  relationship  between dependent  variable  (Implementation  of  CRM)  and  independent variables (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