engleski

Bank Customer Relationship Management: Evidence from Croatia

Customer relationship management is a business strategy with the goal to optimize organization long-term value, and with the request of positioning customer at the center of the business philosophy and culture. Customers represent the bank's basic income source for future growth. Very dynamic market environment, strong competition, the changing demand requirements, reformed regulations and supervisory standards, are some of the circumstances in which contemporary banks currently operate. The purpose of this paper is to identify and provide guidelines that can help the bank management to make faster and more efficient decisions and profitability for shareholders in wider sense. Bank management also realizes their efficiency through other policies like: less risky products and geographical areas, costs cuts, regulatory optimization, economy of scale and scope through more efficient IT, infrastructure, risk management techniques, trading platforms, etc., and together with customer relationship management, synergy effects are expected. The research will be based on the theoretical knowledge background in less significant proportion and practical aspects based on the survey conducted on a sample of Croatian banks. The research will test the hypothesis that the customer relationship management improves banks efficiency through the more efficient decision making, stronger relationship with customers, data mining through improved information technologies, products creation according to customer preferences, increased general bank profitability, etc.

customer relationship management ; bank ; profitability ; Croatia

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