132 страниц. 2012 год. LAP Lambert Academic Publishing CRM is at the heart of keeping existing customers of an organization satisfied while attracting and retaining new customers. In particular, organizations that provide different type of services should identify the market place for its various services though a good CRM in order to get a competitive advantage. Hence Dashen Bank S.C. should do the same in order to achieve its objectives, as the bank has a mission of providing efficient, focused and international banking services to its customers. To achieve its mission, the bank is expected to identify the special behaviors of its customers in order to fulfill their interests. Though the bank is trying to change its customers from the traditional banking transaction to modern banking system, the change is not coming as expected.