Factors that affecting the Implementation of CRM in Commercial Banks

Today, the banking sector in Jordan is witnessing fierce competition and they have to make efforts to remain in a competitive ambiguous market place. Banks have realised that managing customer relationships management (CRM) is a very important factor for their success. Implementations CRM to banking are still bellow these expectations as well as the number of unsuccessful projects are still relatively high. This paper attempts to extend the previous work on overcoming the CRM drawbacks by focusing on the factors which could positively affect the implementation of CRM. We investigate the most common factors that can leverage the implementation of CRM and what is more, based on the analysis of the main components of CRM (People, Processes and Technology). In this study the researchers designed a survey; the sample was collected from employees of Jordanian banks' as respondents for the research questionnaire in 2017. The aim of this study is to analyse the relationship between CRM component and CRM implementation failure for customer service workers in commercial Jordanian banks.