AN EVALUATION OF THE EFFECTIVENESS OF CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES IN ENHANCING CUSTOMER SATISFACTION, EVIDENCE FROM COMMERCIAL BANKS IN ZIMBABWE

Abstract

The study investigated the effectiveness of Customer Relationship Management (CRM) strategies on customer satisfaction within the Zimbabwean banking sector. By employing a descriptive survey design, the primary data was collected from 180 customers and 30 bankers across commercial banks in Zimbabwe. Questionnaires were the primary data collection instrument. The findings of the study revealed that CRM strategies that encompass personalization, customization, social media engagement, and customer feedback mechanisms were very effetictive in enhancing influenced customer satisfaction.