The use of technological tools in enhancing customer relationship management performance in banking industry: A conceptual paper

A root for improving relationship between banks and their customer is represented by a good relationship marketing strategies.Due to the limitation of relationship marketing, it was than camouflage by CRM.CRM performance is defined as the success of the firms in retaining the customer, which results on repurchase decision and word of mouth among the customers toward the service offered to them.As part of relationship marketing strategies, Customer Relationship Management can be successfully achieved by the integration between human factors, technology and business process.Therefore, service providers must fully understand the technological tools for the customer benefits towards their aims for CRM performance.This conceptual paper discussed the underlying technological tools as the antecedents of CRM performance.The technological factors discussed are web characteristics, self-service technology adoption, automated service quality and service delivery performances