Customer relationship management (CRM) banking

Abstract

In a condition of fierce competition on the financial market, when banks are losing more and more of their market and customers, CRM banking presents itself as a personalized solution to this problem. The purpose of this research is to highlight the advantages of CRM banking for both the bank and the customer. Research methods will be description, comparison, synthesis. As a result, we will elucidate what CRM banking presents on the domestic market and in international practice. DOI: https://doi.org/10.53486/9789975155663.51; CZU: 005.346:336.71; JEL: D02; D03; D11; G02; G21.