International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Customer Relationship Management and Its Relationship to the Marketing Performance
Dr. Hisham Sayed Soliman

Purpose: This paper aims at exploring the theoretical foundations of customer relationship management and its relationship to the marketing performance from the several perspectives. Design/ methodology/approach : CRM was derived from systematic comparative analysis of the relevant relationship marketing literature , there are additional elements that relating to the important of focus on main customers , the organizational efficiency and customer knowledge management elements and their influence on the marketing performance. Findings: the study finings concluded positive relationship between CRM and marketing performance. In additional to , being effect of the dimensions of CRM on marketing performance in financial institutions. Originality / value: the study treats the question of CRM and its relationship marketing performance for marketing academicians and professionals by investigating structural relationship among focus on main customers, the organizational efficiency and customer knowledge management, and marketing performance.

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