摘要：This study aims to survey effects of Customer Relationship Management (CRM) on performance improvement of resource equipping in the bank under study. The statistical population of the study consists of 150 CEOs of banks studied. Data pertaining to CRM was gathered through questionnaires and data related to bank performance regarding resource equipping by assessing documents and records before and after CRM utilization. Pearson Correlation test and regression analysis was used to analyze the data and evaluating hypotheses. Results indicated that there is a significant correlation between CRM and improvement of resource equipping performance in the bank studied in a way that Customer Relationship Management has a positive effect on improving resource equipping performance. We also found that, there was significant correlation between CRM dimensions including "focus on key customers", “CRM organization”, and “technology-based CRM”, and resource equipping performance. Finally, some recommendations are provided based on research findings.
关键词：Customer Relationship Management (CRM); focus on key customers; CRM organization; technology based CRM; resource equipping
