Abstract:
As a way of buttressing customer relationship management, it is prudent
that banks integrate digital transformation as a matter of urgency. To this end, our
study’s objective was to establish the contribution of digital transformation on
customer relationship management within the banking sector. Our study was
hinged on Technology Acceptance Theory and the Identify, Differentiate, Interact
and Customise Theory. The sample (348) for the study was drawn from 5 commercial
banking employees, and these were randomly selected. A structured questionnaire with Likert type questions was used to collect data, which was
analysed using SPSS. Our research findings indicate a positive relationship between
digital transformation and customer relationship management. The current study
recommends measures that guide the development of digital transformation processes
within the banking sector. This research is important as it provides solutions,
which can assist management and contact centres for commercial banks to manage
customer relationships in modern business. Specifically, our research introduces
a new e-customer relationship management system that is technically embedded
into e-banking channels.
