The Impact of Customer Relationship Management in Achieving The Strategic Objectives

(A Comparative Analytical Exploratory Study of the Opinions of a Sample of Managers Working in Governmental and Private Iraqi Commercial Banks) A Thesis Submitted to

The council of the College of Administration and Economic in Karbala University

In Partial Fulfillment of the Requirements for MA. Degree in the Financial and Banking Sciences

by

Wisam Fuaad Abbas Al – Saffar

Supervised By
Prof. Dr. Alaa Farhan Talib

This study seeks to determine the impact of customer relationship management as an independent variable with its dimensions which include (customer acquisition , customer database , customer data analyzing , strengthening the relationship with customer , and customer retention) in achieving strategic objectives for banks as a dependent variable with its indicators which include (market share , growth , profitability , competitive position , and technological leadership) , as a comparative analytical exploratory study of the opinions of a sample of managers working in governmental and private Iraqi commercial banks . In order to achieve the objectives of this study we developed a virtual diagram determines the nature of relationship among the independent variable’s dimensions and the dependent variable’s indicators , and in order to reveal the nature of this relationship , a few hypotheses has been formulated which were tested by using advanced statistical methods and using statistical software (SPSS) , and has been selected a sample from Iraqi commercial banks (governmental and private) to conduct the study and testing its hypotheses , since the study included two governmental banks and five private banks , and the sample included (73) individual from managers , heads of departments , and responsible of sub departments in the study sample banks , and used questionnaire as a main tool in the collection of data concerning field side as well as the annual reports of the study sample banks for the years from (2005-2009) in order to support the accuracy of questionnaire data , and the study has reached to several results , and the researcher concluded several conclusions , and the most important of them : 1-The administrations of governmental and private banks under study gives considerable attention to customer relationship management variable and strategic objectives variable . 2-The governmental and private banks under study do not vary in the adoption of the study variables . 3-There is a great role for customer relationship management in achieving the strategic objectives of the government and private banks under study . Finally , the researcher recommended with several recommendations and the most important of theme : 1-There is a necessity for continuing and increasing the attention to customer relationship management by bank’s administrations under study to customer relationship management as an effective factor in the activities of banks and in achieving its strategic objectives . 2-There is a necessity for continuing and increasing the attention to strategic objectives as an important measure of the effectiveness of the bank performance , and the necessity to work hard to achieve them .