THE IMPACT OF TOP MANAGEMENT SUPPORT, CUSTOMER ATTITUDES AND INNOVATIVE HUMAN RESOURCE (HR) PRACTICES IN CRM SYSTEM IMPLEMENTATION OF BANKS IN BATTICALOA REGION

Abstract

This study investigates the impact of top management support, customer attitudes, and innovative HR practices in Customer Relationship Management (CRM) implementation of banks in Batticaloa Region. The study aims to provide a comprehensive understanding of flow these factors influence the effectiveness of CRM systems, which are crucial for maintaining competitive advantage and improving customer satisfaction in banks. A total of 235 questionnaires were collected from bank employees across six banks in Batticaloa Region, providing a robust dataset for analysis. The data was analyzed using SPSS 25, employing a range of statistical techniques to test the proposed hypotheses and evaluate the relationships between the variables. The findings indicate that top management support plays a critical role in the successful implementation of CRM, as it ensures adequate resource allocation, strategic alignment, and organizational commitment. Customer attitudes were also found to significantly affect CRM effectiveness. highlighting the importance of understanding and meeting customer expectations. Furthermore innovative HR practices were shown to enhance the implementation process by fostering a supportive and skilled workforce. These results suggest that banks in the Batticaloa Region can improve their CRM system implementation by focusing on the factors such as top management support, customer attitudes, and innovative HR practices. The study contributes to the existing literature by providing empirical evidence from a specific regional context and offers practical insights for bank managers aiming to enhance their CRM initiatives.