Introduction. Retail financial services in all markets, including emerging markets, are undergoing major transaction, driven by change, deregulation and customer sophistication. Customer service and specifically relationship management in particular, are crucial to attaining a sustainable competitive advantage in the marketplace. The execution of a one- to- one programme within an emerging economy is the focus of this paper, specifically in the financial services environment.
Aim of the study. The steps in the execution of customer relationship management (CRM) as proposed by Peppers, Rogers and Dorf (1999b) are examined and the effect on customer service in an emerging market is investigated. The findings indicates that there are positive associations with these steps and customer service.
Keywords: Retail, Financial services, Emerging markets, Customer service, Competitive advantage, Customer relationship management.
