Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/37167
It is important for financial service providers to recognize the value of their customers. Customer profitability analysis encourages banks to allocate their resources more effectively to their customer base, resulting in greater profits. The present study used a qualitative research method to conduct several interviews with important figures at Arion bank with the goal of identifying the barriers that are preventing Arion bank from adopting a systematic approach to measure, analyze and manage customer profitability. data.
Keywords: customer profitability analysis, banks, qualitative research, interviews, barriers
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