Abstract
With rapid change in technology, uncertain diversity in relationship
management is occurring in retailing, banking, restaurants and
transportation which revolutionize it as pillar for any leading
organization. Service organizations are shifting their businesses
toward customer-centered rather than service/product-centered to
achieve a competitive advantage. In this competitive environment,
market turbulence impacts business performance specially, in banking
sector because CRM practices such as customer focus, knowledge
management and relationship marketing change with market
information recognized by customers. Data through structured
questionnaire was collected from 300 employees that are working in
commercial banks at Faisalabad region. Results showed that CRM
practices collectively positively influence organizational performance.
Whereas, market turbulence has the negative impact on the relation
between CRM practices and banks’ performance. Thus, marketing
managers should focus on the environmental changes while dealing
with CRM practices in establishing a strong relationship with
customers.So management might understand customers’ needs and
want in an effective way.
Keywords: CRM practices, marketing turbulence, organizational
performance
Muhammad Abrar, Sajjad Ahmed Biag. (2019) Role of CRM Practices in Bank’s performance: Moderating role of Market Turbulence , Journal of Managerial Sciences, Volume 13, Issue 3.
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