CHAPTER ONE

INTRODUCTION

1.1    Background of the Study

          Customer Relationship Management (CRM) has recently become one of the most controversial issues and a focal-point in the business field (Balaram and Adhikari, 2010). It is worth mentioning that CRM is mainly based on the belief that establishing a sustainable relationship with customers is the cornerstone for obtaining loyal customers who are much more profitable than non-loyal ones (Dowling, 2012).          In this regard, the successful implementation of CRM strategy is of great benefit to the organizations, adopting it, as such organizations can reap the benefit of increasing sales through better market segmentation, customizing products and services, obtaining higher quality products, gaining access to information and employee satisfaction, and above all,

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