The impact of Expert Systems on the analytical CRM in commercial banks: a comparison study between foreign banks and national ones in Algeria

Abstract

The study aimed to identifying Expert Systems and their impact on the CRM analytical in commercial banks in Algeria where the focus was on the most important differences attributed to the entity that owns the banks. In order to achieve the objectives of this study, 104 questionnaires were collected and distributed to six employees of commercial banks in Algeria. Three of which are foreign whereas the other three are national. Throughout this study, it was concluded that expert systems with different ownership have a positive effect on CRM analytical in commercial banks. Moreover, there is a difference in Expert Systems and analytical CRM which can be attributed to the entity, which owns the bank. This difference is due to the difference in the degree of intelligence of Expert Systems adopted by banks along with the various ways and methods used in analytical Customer Relationship Management.