Enhancing decision for organisation to support customer expansion: a quantitative study in Jordanian banking sector

The improvement of technology-based self-service formats in recent years has meant that customers have changed the way in which they access many services. In particular, the banks all over the world are operating in a highly competitive and challenging business environment. Therefore, achieving customer expansion on a continual basis keeping in view of the increasing expectations of the customers has been the key to the growth of business. For this reason, the purpose of this paper is to study how Jordanian banks use the customer process to support customer expansion. The present empirical study is based on a sample of the data collected from 200 respondents, Additionally, the results of the survey show that the five selected factors (customer acquisition, customer retention, customer data design, customer knowledge sharing, and customer communication) have a significant impact on customer expansion. The empirical findings will certainly help both researchers and practitioners in future customer process, and customer expansion research.