The Impact Of Customer Relationship Management On Competitive Advantage: Case Study In Saudi Arabian Banks

Abstract

The aim of this study is to explore the impact of customer relationship management (CRM) dimensions (service performance, communication with customers, realistic promises, problems solving, and continues research) on competitive advantage on the bank of Al-Rajhee in Saudi Arabia. This because of the lack of studies have been done for investigating this issue at banks in Saudi Arabia. So, we collected the data from 70 employees who working in Al-Rajhee Bank. For analyzing the data, we utilized two software were SPSS, and Smart-PLS in order to get proper results. The results revealed that four dimensions of CRM (i.e., service performance, realistic promises, problems solving, and continues research) has a positive effect on competitive advantage except one dimension (i.e., communication with customers) has insignificant relationship with competitive advantage. Therefore, these interesting results would give policymakers new way for paying more attention to the role of CRM and competitive advantage in banks.