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Research Article Open Access

CUSTOMER RELATIONSHIP MANAGEMENT IN BANKING SYSTEM (CASE OF KOSOVO)

Abstract

The operating environment of the banking market is difficult and competitive is changing dimanthically since their focus is the steady growth of profit as well as consumer demand are in a constantly changing trajectory. Therefore, banks are increasingly focused on identifying customer needs, pulling and storing them. Customer Relationship Management is a process that provides banking business with the opportunity to create and maintain long-term relationships with customers. This concept allows the business the bank to identify, segment, communicate and build long-term relationships with customers on an individual basis regarding their needs for banking products and services as well as value added. Using modern technologies, customer relations management has come to an effective strategy to maintain the existing structure and develop a high-quality customer base. The purpose of the research is to evaluate the benefits of presenting the concept of Customer Relationship Management in the Kosovo banking sector by defining strategies, adapting the organizational structure, culture and internal processes with the help of modern technology. The banking sector in Kosovo is at the stage of his development, after the end of the war in 1998, this system began to set out his consolidation steps. The study was done on the basis of quantitative and qualitative research methods.

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