Bank Comparation
On the Use of Customer Relationship
Management (CRM) in the Banking
Industry: A Qualitative Cross-Case
Analysis between the Banks in
Pakistan and the UK
A thesis submitted to The University of Manchester for the degree of
Doctor of Philosophy
In the Faculty of Humanities
2010
Shahzeb Ali Malik
Manchester Business School
Contents
LIST OF FIGURES AND TABLES
10
ABSTRACT
12
DECLARATION
13
COPYRIGHT STATEMENT
14
LIST OF ABBREVIATIONS
15
ACKNOWLEDGEMENTS
17
DEDICATIONS
18
CHAPTER 1: INTRODUCTION
19
1.1
General Introduction
19
1.2
Why the Banking Industry is selected for CRM Research
23
1.3
Research Aims and Objectives
24
1.4
Research Questions
26
1.5
Outline of the Research Approach and Data Analysis
26
1.6
Original Contributions
28
1.7
Structure of the Thesis
30
1.8
Research Design
33
CHAPTER 2: BACKGROUND
34
2.1
Customer
34
2.2
Customer Relationship Management (CRM)
35
2.3
The Origins of CRM (Relationship Marketing)
36
2.4
Evolution of CRM
38
2.5
Types of CRM
40
2.5.1
Operational CRM
40
2.5.2
Analytical CRM
41
2.5.3
Collaborative CRM
43
2.5.4
Strategic CRM
43
2
2.6
CRM in the Banking Industry
44
2.6.1
Objectives and Benefits
44
2.6.2
Types of Customers in Banks
45
2.6.3
Customer Touch points
46
2.7
CRM Operation in the Banking Industry of Developed and
Developing Countries (UK and Pakistan): Problems
Based on the Initial Investigations
47
2.8
Multiple Contact Channels Offered by Banks
50
2.8.1
Branch Banking
51
2.8.2
Phone Banking
51
2.8.3
Automated Teller Machine (ATM)
52
2.8.4
Internet Banking
52
2.9
Major Components of CRM for the Banking Industry
52
2.9.1
Marketing
55
2.9.1.1 Customer Value
55
2.9.1.2 Customer
Management (CRM) in the Banking
Industry: A Qualitative Cross-Case
Analysis between the Banks in
Pakistan and the UK
A thesis submitted to The University of Manchester for the degree of
Doctor of Philosophy
In the Faculty of Humanities
2010
Shahzeb Ali Malik
Manchester Business School
Contents
LIST OF FIGURES AND TABLES
10
ABSTRACT
12
DECLARATION
13
COPYRIGHT STATEMENT
14
LIST OF ABBREVIATIONS
15
ACKNOWLEDGEMENTS
17
DEDICATIONS
18
CHAPTER 1: INTRODUCTION
19
1.1
General Introduction
19
1.2
Why the Banking Industry is selected for CRM Research
23
1.3
Research Aims and Objectives
24
1.4
Research Questions
26
1.5
Outline of the Research Approach and Data Analysis
26
1.6
Original Contributions
28
1.7
Structure of the Thesis
30
1.8
Research Design
33
CHAPTER 2: BACKGROUND
34
2.1
Customer
34
2.2
Customer Relationship Management (CRM)
35
2.3
The Origins of CRM (Relationship Marketing)
36
2.4
Evolution of CRM
38
2.5
Types of CRM
40
2.5.1
Operational CRM
40
2.5.2
Analytical CRM
41
2.5.3
Collaborative CRM
43
2.5.4
Strategic CRM
43
2
2.6
CRM in the Banking Industry
44
2.6.1
Objectives and Benefits
44
2.6.2
Types of Customers in Banks
45
2.6.3
Customer Touch points
46
2.7
CRM Operation in the Banking Industry of Developed and
Developing Countries (UK and Pakistan): Problems
Based on the Initial Investigations
47
2.8
Multiple Contact Channels Offered by Banks
50
2.8.1
Branch Banking
51
2.8.2
Phone Banking
51
2.8.3
Automated Teller Machine (ATM)
52
2.8.4
Internet Banking
52
2.9
Major Components of CRM for the Banking Industry
52
2.9.1
Marketing
55
2.9.1.1 Customer Value
55
2.9.1.2 Customer
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