Assessing the Influence Integration of Customer Relationship Management (CRM) on Financial Performance: An Empirical Study on Commercial Jordanian Banks in Amman

Sultan alshourah



The purpose of this paper is to investigate the relationship between Integration of CRM and various aspects of organization performance (i.e. financial, customer, internal process, and learning and growth) in Jordan banks.


This is a quantitative study, the response came from the managers of 155 Commercial banks and data collected was subjected to correlation and regression analysis in pursuance of the study's stated objectives.


The results of this study suggest that tow dimension of CRM integration (Data Integration and CRM Functionality). CRM Functionality has  a positive and significant impact on different perspectives of bank performance. However, Data integration failed to show a significant relationship with perspective of financial performance.

Research limitations/implications:

An emphasis has been placed on the direct relationship between CRM Functionality and organization performance perspectives as well as, the study concentrated only on bank in Amman.

Practical implications:

Meaningful implications are made that building an extensive and effective CRM integration in bank firms is crucial to face a high competition and improve performance in Jordan bank sector.


The paper addresses CRM integration issues specifically for bank in Jordan.

Keywords: CRM, CRM integration, CRM Functionality, Bank performance.

DOI: 10.7176/JRDM/60-06

Publication date:October 31st 2019

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