Title of Thesis

Customer Relationship Management in the Banking Sector of Pakistan

Author(s)

Mohammad Majid Mahmood

Abstract
Banking sector all over the world facing immense competition and Pakistani banking sector is not an exception. It is an acceptable fact that acquiring new customer is more costly than retaining the existing customer.The researcher followed the same fact and developed the basic purpose of this research study, that is to discover the major factors that affect customer loyalty, which is a focus of Customer Relationship Management (CRM) for overcoming high competition in the banking sector of Pakistan. Although there are many aspects of Customer Relationship Management (CRM) in the banking sector, this research study focuses on its customer part.Understanding customers is the key to success of any bank.Banks having an in-depth understanding of their customers develop a better competitive edge over their competitors.The major focus of CRM is to not only to acquire new customers but also to retain the existing ones.This research study will help banks to build customer loyalty.
Every bank tries its best to acquire and retain their customers but due to increased competition and rapid improvements in technology, customers have quick access to thousands and thousands of products and services.The researcher collected data from customers of banks with the help of questionnaire and for doing demographic, correlation, and regression analysis used SPSS software version 16.00. After detailed analysis and discussions, results of this research study indicate that identified factors do affect customer loyalty and their relationships with each other vary from bank to bank.These identified variations can help banks to overcome their existing weaknesses to develop better customer loyalty strategies.The researcher identified factors of trust, perceived value, satisfaction, switching barriers, and culture that affect customer loyalty.After measuring relationships of these factors with each other, researcher responded to this research study`s questions and hypotheses and developed a customer loyalty model for the banking sector of Pakistan for the mutual benefits of customers and banks.Furthermore, this research study`s findings and recommendations contributes towards improvement in existing customer loyalty strategies of banks.
The researcher would also like to mention here that there is hardly any research study in Pakistan that has seen the affects of customer culture and customer trust on customer loyalty as the results of this research study indicate that these factors affect customer loyalty in the banking sector of Pakistan.

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1.1 Significance of relationships
1.2 Customer
1.3 Banking
1.4 Banking sector of Pakistan
1.5 Customer relationships with banks
1.6 Customer Relationship Management
1.7 Background to the study
1.8 Significance of the research study
1.9 Statement of the problem
1.10 Hypotheses of the research study
1.11 Research questions
1.12 Study procedure
1.13 Limitations of the research study

2.1 Customers-seller bond
2.2 Customer loyalty as a focus of Customer Relationship Management
2.3 Banking sector of Pakistan
2.4 Customer loyalty
2.5 Customer Relationship Management (CRM) and customer loyalty in the banking sector
2.6 Models relating to research study
2.7 Offensive and defensive strategies
2.8 Factors that affect customer loyalty in the banking sector

3.1 Conceptualization
3.2 Previous research and models relevant to this research study
3.3 Emerged frame of reference

4.1 Research Process Onion
4.2 Research design
4.3 Research strategy
4.4 Research study factors
4.5 Operationalization of research study factors
4.6 Progression of questionnaire`s questions
4.7 Time horizon
4.8 Population
4.9 Sampling
4.10 Instruments for data collection
4.11 Pretesting of questionnaire
4.12 Analysis of data
4.13 Triangulation
4.14 Reliability and validity of the research constructs
4.15 Field issues during research study

5.1 Overview of the National Bank of Pakistan
5.2 Overview of the Citibank, Pakistan
5.3 Overview of the Meezan Bank Limited, Pakistan
5.4 Overview of the Habib Bank Limited, Pakistan

6.1 Research instrument
6.2 Demographic analysis
6.3 Correlation analysis
6.4 Multivariate Data Analysis - Citibank, Pakistan
6.5 Regression Model - Citibank, Pakistan
6.6 Stage-Wise Multiple Regression - Citibank, Pakistan
6.7 Multivariate Data Analysis - National Bank of Pakistan, Pakistan
6.8 Regression Model - National Bank of Pakistan (NBP), Pakistan
6.9 Stage-Wise Multiple Regression - National Bank of Pakistan
6.10 Multivariate Data Analysis – Meezan Bank Limited, Pakistan
6.11 Regression Model – Meezan Bank Limited, PakistanPakistan
6.12 Stage-Wise Multiple Regression – Meezan Bank Limited, Pakistan
6.13 Multivariate Data Analysis – Habib Bank Limited (HBL), Pakistan
6.14 Regression Model – Habib Bank Limited (HBL), Pakistan
6.15 Stage-Wise Multiple Regression – Habib Bank Limited (HBL), Pakistan

7.1 Summary
7.2 Findings of the research study
7.3 Conclusions
7.4 Recommendations
7.5 Implications for theory and practice
7.6 Future directions of research

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