Evaluating Customer Process to Contribute to Customer Acquisition: A Quantitative Study in Jordanian Banking Sector

Over the past few years, banks are increasingly realizing the significance of customers' service; one of the key challenges for them is how to improve the relationship with customers. On any given business day, significant amounts of information fuel business processes that involve parties both inside and outside of enterprise network boundaries. In response, many banks have increasingly recognized the importance of managing customer acquisition from a process approaches' perspective to assure positive impact on customer acquisition. This paper takes on a holistic approach that examines the combined effects of customer processes (Customer Relation, Customer attraction, Customer Knowledge Capture and Customer data Analysis) on customer acquisition. Drawing on this, the framework develops several hypotheses regarding the main interaction effects of customer processes on customer acquisition. Testing of these hypotheses is based on a sample of the data collected from two hundred respondents, drawn randomly from four Jordanian Banks working in the Customer Relationship Management (CRM) area.