Exploring Role of Organizational Culture and Leadership in Customer Relationship Management in Banks

This study explored the relationship between organizational culture, leadership, and implementation of CRM implementation in international banks operating in Tanzania, namely Barclays bank, Standard Chartered, Stanbic and Citibank. CRM is the backbone of an organisation, as it focuses on customer retention through understanding customers’ needs and by maximizing the value customers perceive to be benefiting from their product/service provider.

A qualitative approach was adopted for conducting this exploratory study for which the data was collected, using online surveys.

This study identified weaknesses such as in the type of leadership style, lack of top management commitment and support, coordination and corroboration as factors affecting the implementation of CRM at Barclays bank, Standard Chartered, Stanbic and Citibank banks.

The organizations need to implement a suitable leadership style that is engaging and committed with top management involvement and coordination as for better CRM implementation. Furthermore, the study identified major mismatch of culture affects implementation of CRM.

Based on the four case studies, this study illuminated the need for organizations to promote cooperative organizational culture. Promoting a culture of corroboration and engagement organizations can avoid conflicts in implementing a good CRM system.