2026-10-08T22:57:33Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00008866 2024-09-05T07:40:16Z 1582963436320 1582963436320:1582965701379

Customer Relationship Management and marketing Performance of KBZ Bank ( May Mon Han, 2023) May Mon Han The primary goals of this research are to determine the customer relationship management (CRM) practices that have been implemented by KBZ bank and to investigate the impact that these CRM practices have had on the marketing performance of KBZ bank. There are a total of 150 people working in the departments that use the CRM system; however, only 80% of those people are included for the sample. The research used the 120 employees who currently make use of the CRM system as a representative sample population. This study makes use of both qualitative and quantitative research methods and techniques. Using a process known as simple random sampling, a structured questionnaire with a Likert scale with 5 points is designed and then collected. The employees at KBZ Bank have the perception, based on the mean values of CRM practice, that key client focus and knowledge management are highly crucial for the bank's marketing performance. According to the findings of the regression analysis, key client focus, knowledge management, and CRM organization all have a favorable impact on the marketing performance of KBZ Bank. KBZ Bank ought to keep its client database up to date and make use of customer relationship management strategies in order to deliver service with an individual focus. KBZ Bank ought to make it a priority to fulfill the requirements of its customers and proceed with the creation of individualized goods or the provision of adaptable services in accordance with the actions taken by those customers. In addition, in order to provide improved customer service, KBZ Bank ought to enhance their CRM system. To ensure that customers receive high-quality service, KBZ Bank ought to establish performance criteria for each level of the bank. 2023-02-01 https://meral.edu.mm/records/8866