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Customer Service Segment of Customer Relationship Management in the Retail Banking Sector in Ireland

Bruno da Silva, Silas (2019) Customer Service Segment of Customer Relationship Management in the Retail Banking Sector in Ireland. Masters thesis, Dublin, National College of Ireland.

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Background- This research study is based on the customer service element of the CRM in the retail banking sector in Ireland. This research was interesting and worth searching for me to understand the efficiency of the customer service system of the Irish retail banking sector that effects CRM. Lack of competition in the Irish banking sector, monopoly and other complexities in the managing customer service excellence is the risk to CRM that could be severely affected the competitive position and financial soundness.

Aim/Objectives- Examining the importance of the efficient customer service or support for the customer relationship management in the context of gaining customers’ loyalty and managing relationship with them in the long run for the financial stability.

Research Question¬- This research study answered to the questions; such as RQ 1: How and to what extent can current customer service support utilised in the Irish retail banking sector ensure active customer relationship management?, RQ 2: How can changes in the market of Ireland have been affecting customer service support system of Irish banks and ultimately customer relationship management? and RQ 3: What are the required changes to be incorporated in the customer service support for the retail banking customers in the Irish banking sector and their effects on customer relationship management?

Methodology¬- Under the primary and secondary search, this research study were collected data through conducting a survey with employees in Irish retail banking sector to access the knowledge of customer service, and accessed case studies of several Irish Retail Banks; namely Bank of Ireland, Allied Irish Bank and KBC Ireland. Academic sources (books, journals and online articles) were also reviewed for gaining subject knowledge to address research objectives.

Findings and Conclusion- It has been analysed that the customer service system in the Irish banking sector has been considerably affected CRM. The key emphasises of Irish banking institutions to build and maintain customer relationship is on the quality of service provision as per their expectation. The advancements in the banking services are significantly focused by the management for the long-term effect of competitive position in terms of retention of the old customers and attraction of prospective customer for the high market share and profitability growth. However, banks in Ireland have faced complications in managing the effectiveness of banking service due to easy acceptance of IT-based services and existence of quasi-monopoly.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HG Finance > Banking
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Caoimhe Ni Mhaicin
Date Deposited: 22 Oct 2019 10:48
Last Modified: 22 Oct 2019 10:48

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