Customer Relationship Management: Experimental Inspirations (A Case Study of AIB Bank)

Abstract

Investigating the factors affecting customer relationship management in an international bank in Afghanistan is the purpose of this study (AIB). However, the study found that there is a strong correlation between CRM and banks. The nomothetic approach was adopted, and 100 copies of a structured questionnaire were distributed to bank customers in Kabul, Afghanistan, as our main data gathering tool. Additionally, it was discovered that customer identification and retention have a greater impact on business performance than other CRM aspects. The study's conclusion is that banks should improve their tactics for identifying and keeping customers because these efforts have a direct impact on their level of performance. The study did suggest that the Afghan banking sector's capacity to better understand, attract, hold onto, and develop its clientele is the key to efficient performance.