IMPLEMENTING CUSTOMER RELATIONSHIP MANAGEMENT IN AL RAJIHI ISLAMIC BANK: REALITY AND PERSPECTIVES

This study investigates the implementation of customer relationship management in AL Rajhi Islamic banks. The study postulates that customer relationship management has succeeded in AL Rajhi bank and that Rajhi bank is adopting a customer-centric view as culture, and finally that customer relationship management enhance customer loyalty in Al Rajhi bank. The author developed a qualitative approach using a single case study. The data was obtained through secondary data and semi-structured interviews from Rajhi bank. The findings displayed that AL Rajhi bank is using technological tools to obtain customers' inputs. These tools are concerned with CRM technologies such as Temenos, innovation center, and call centers. Also, when sufficient information is obtained, customer loyalty programs are designed to enhance it, especially profitable customers. The study enriches the Islamic banking literature on CRM implementation, as only a few studies discussed it, especially in Middle East countries. It also contributes to CRM literature as it investigated how CRM implementations are in financial institutions. The results and implications of this research can be applied to countries similar to Saudi Arabia.