RELATIONSHIP BETWEEN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND CONSUMER BUYING BEHAVIOUR(CBB) IN MOROCCAN BANKS: A QUALITATIVE STUDY

In view of the changes in the banking sector, the adoption of a customer relationship management (CRM) system is an important issue for banks. It contributes to the optimisation and management of customer portfolio, more precisely this system allows to acquire new customers and to increase the profitability of existing customers. This article aims to answer the following question: what is the relationship between CRM and the consumer buying behaviour (CBB) in Moroccan banks? The study we conducted among 21 bank branches. Also, the study provided insight into the direct and indirect relationships between the use of CRM systems and consumer buying behaviour. The respondents described each of the variables on the benefits of CRM systems as mediating factors and the variables on the attributes of consumer buying behaviour. JEL: M31, Z33 Article visualizations