Impact of using the Customer Relationship Management (CRM) Information System in local banks ,Riyadh city: a descriptive study

Abstract

This study aimed to knowing the current strategies and procedures of the customer relationship management (CRM) system in local banks from the point of view of the bank employees; clarifying the challenges of using the system for employees surveying the extent of practice Dimensions (trust, commitment, satisfaction); and identifying the most influential dimensions. To achieve these goals, the descriptive-survey methodology was employed, and two questionnaires were distributed among clients and employees of local banks in Riyadh. The study population consisted of clients and employees of local banks in Riyadh. The study sample were (244) clients and (400) employees. The findings of the study are as Follows: the sample of study strongly agree with the administration’s interest in using information technology. The results also showed that the bank’s website provides a safe environment for customers’ transactions. The administration also realizes the importance of using data and information technologies in customer service. - The results revealed that the study sample agree that there is an effect of using the (CRM) system, leads to increased customer satisfaction, and responding to many customer requirements electronically. - The results showed that the great majority of the study sample believed that it is not possible to view the bank's digital information Also that there is an encryption system or a password access the information. - The results indicated that (82.5%) of the total study sample agrees system retain and record the procedures taken by the system user. Therefore, any change in the information can be monitored. - the risks to the system are mostly from within the bank. - the current system in the bank needs to be developed., provides accurate and reliable information. - the system increases the quality and speed of banking operations.and agreeing that the availability of information increases the level of performance. In the light of these results, the study recommended the following (the information system must be suitable for the bank needs; suggestions from the bank’s employees must be taken into consideration before designing the information system; improving the system, programs and banks strategies continuously in accordance with the most recent technology