Examination of customer relations management in banks in terms of strategic, technological and innovation capability

Abstract

Purpose

Banks are fiercely competitive among themselves, focused on satisfying and retaining customers through the extensive use of technology for service innovation and delivery. In this context, the study aims to understand the impact of customer relationship management (CRM) and innovation capability, including strategy and technology elements, on customer satisfaction and the financial performance of banks.

Design/methodology/approach

The sample population of the study consists of bank employees. Analyzes were made using the SMARTPLS program, and within the scope of the study, data were collected from 272 bank employees.

Findings

As a result of the analyzes, it can be explained that the innovation capability coupled with the CRM strategy and related technology have positive effects on both financial performance and customer satisfaction.

Research limitations/implications

The research was conducted in banks that have an important position in the service sector. In terms of location, the data was collected in Istanbul because the headquarters are in Istanbul. Therefore, these limitations should be taken into account in future studies.

Originality/value

The research is quite new and up-to-date in terms of examining CRM from a strategic and technological point of view, as well as examining innovation competency.

Citation

Özdemir, S., Sonmez Cakir, F. and Adiguzel, Z. (2022), "Examination of customer relations management in banks in terms of strategic, technological and innovation capability", Journal of Contemporary Marketing Science, Vol. 5 No. 2, pp. 176-195. https://doi.org/10.1108/JCMARS-12-2021-0044