CUSTOMER RELATIONSHIP MANAGEMENT AND SERVICE QUALITY: THE CASE OF MONEY MALL RURAL BANK OF PEÑAPLATA INC.

Abstract

This study entitled “Customer Relationship Management and Service Quality: The case study of Money Mall Rural Bank Peñaplata Inc." was conducted to determine the significant relationship between customer relationship management and service quality. Through this study, the researchers were able to analyze, evaluate, organize, and gather data thoroughly. This study was with the cooperation of two hundred twenty (220) respondents of Money Mall Rural Bank customers. The type of research design that was used in this study is a descriptive correlation. It is a method design to determine if the two variables are associated with each other. The descriptive method measures variables as they exist naturally, and the goal is to describe the variables. The researcher adopted the questionnaire from the studies of Roy and Ahmed (2016); Tseng and Wu (2014) also checked and validated by the panel of examiners of this study. Based on the data gathered, the researchers found out that the level of customer relationship management and service quality of Money Mall Rural Bank Peñaplata Inc. is high, and there is no significant relationship between customer relationship management and service quality