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

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