Integrating Customer Relationship Management and Human Resource Management: An Exploratory Study in the Banking Industry in Egypt

Abstract

Growing or even simply sustaining profitability in today's rapidly changing global business environment is a daunting task. This research focuses on integrating Customer Relationship Management (CRM) and Human Resource Management (HRM) in modern banks. The study discusses customer orientation from a corporate culture perspective. Then, an exploratory investigation of con structs associated with sales culture will be examined in an industry that is experiencing rapid changes, mergers, and acquisitions in global markets, the banking industry. Finally, research conclusions, recommendations, strategic implications, limitations and suggestions for future research will be shared.