HIGHLIGHTS
SUMMARY
Objectives Namely, CRM, as a factor in the competitiveness of the banking sector, influences the improvement of a bank`s business performance, i.e., the improvement of a bank`s market position in achieving set goals, and is based on up-to-date and relevant information on the bank`s service users. This research aimed to analyze the impact of the implementation and integration of CRM on the improvement of a bank`s business performance, i.e., on the improvement of a bank`s competitive position. The need to research the quality of banking . . .
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