Tairo, Ester C2024-09-242024-09-242014APAhttps://scholar.mzumbe.ac.tz/handle/123456789/1284A dissertation submitted in partial fulfillment of the requirements for the award of the Degree of Master of Science in Marketing Management (MSc-MKT) of Mzumbe University Dar es Salaam Campus College.A study assess customer data usage and perceived service quality in managing customer relations in banking industry. The specific objectives were to; examine the relationships between customer satisfaction and customer relationship management in banking industry, examine the relationships between customer loyalty and customer relationship management in banking industry; examine the service quality dimensions that determine customer relationship management in banking industry and examine the customer data usage and perceived service quality in managing customer relations in banking industry. The study adopted case study design; purposive sampling and simple random sampling were used to select respondents. Questionnaires, interview and documentary review were used in data collection and sample size of 55 respondents was used in the study. Findings indicated that, respondents identified meeting customer expectations by 62% as key relationship that links customer satisfaction and customer relationship management. Findings also revealed that, respondents identified attitudinal loyalty by 58% as key relationship that links customer loyalty towards customer relationship management. Moreover, the findings revealed that, respondents identified assurance by 39% and empathy by 28% as the key service quality dimensions that determine customer relationship management. Furthermore, the findings revealed that, respondents accepted perceived or experienced service was not consistent with the expected service resulting in bad quality and a quality problem. paraphrase The study concluded that, meeting customer expectations exert significant linkage between customer satisfaction and customer relationship management. Also, attitudinal dimension lead customer’s intention to repurchase and recommend, which are good indicators of a loyal customer. Likewise, assurance and empathy service quality attributes are essential for an organization survival and growth. Similarly, expectations were unrealistic the total perceived quality was low, irrespective of the vii experienced quality. Henceforth, the study recommended that, Bank managers should implement an effective customer relationship management that enhances customer satisfaction, loyalty and provides opportunities for banks to cross-sell other related and unrelated products to its customers. Policy makers should use the findings of the study to develop appropriate regulatory policies and frameworks for ensuring faster realization of CRM inclusion strategies. Banks should evolve role of customer data in CRM and help identify new directions for customer data usage.enCustomer data usage in banking industryService quality in banking industryCustomer equityCustomer relationship managementThesis