A dissertation report submitted to school of business in partial fulfillment of the award of master’s degree in business administration
(Corporate management) of Mzumbe university
One of the most important challenges for any organization is to serve and maintain good relations with the king (the customer). Earlier, customers were simple person and were happy at whatever product or service offered to them This changing business environment is characterized by economic liberalization increasing competition, high consumer choice, well-informed and demanding customer who care about quality and value purchase (Kotler, 2002).
In this study researcher examined the impact of CRM on performance of banks in Tanzania. Specifically the study looks forward to meet the following specific objectives namely; to determine impact of human analytics, business architecture and IT technology and infrastructure on profitability of banks in Tanzania, also to determine challenges that faces banks in implementing CRM activities and lastly to provide recommendation for improving CRM in Tanzania Banking Industry
In order to attain the above mentioned objectives, researcher used case study design so as to make in depth examination on key concepts under investigation. Researcher used Exim Bank as a case study for this particular study, and sample for this study was obtained by using purposive sampling to obtain key informants.
In this research paper, researcher examined the impact of CRM on firm performance using case study approach. Following the resource-based view of the firm, CRM is conceptualized as an endogenously determined function of the organization’s ability to harness and orchestrate lower order capabilities that comprise physical assets. Our results reveal a positive and significant path between a superior CRM capability and firm performance. In turn, superior CRM capability is positively associated with human analytics and business architecture. However, results suggest the impact of IT infrastructure on superior CRM capability is indirect and fully mediated by human analytics and business architecture.