An insight into the use of CRM in the UAE banking sector for attracting, retaining and enhancing customer relationship

Pravin Balaraman, Heather Tarbert, Amin Hisham Alkhatib, Khalid SAmi Saqr

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

There is a lack of adequate research in the field of CRM strategies. The integration of the systems and processes involved, internally and externally, outline the need for the development of a conceptual framework than can facilitate research and discussion of CRM issues amongst academics and practitioners.
Original languageEnglish
Title of host publicationProceedings of the Australian Academy of Business and Social Sciences Conference 2014
EditorsAbu N.M. Wahid, Carmen Reaiche Amaro
PublisherAustralian Academy of Business and Social Sciences
Number of pages18
ISBN (Print)978-0-9925622-0-5
Publication statusPublished - 2014

Keywords

  • marketing
  • relationship marketing
  • customer relationship management (CRM)
  • strategy and planning

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