THE ROLE OF CRM AND DATA-DRIVEN MARKETING STRATEGIES IN ENHANCING DEPOSIT MOBILIZATION IN COMMERCIAL BANKS: EVIDENCE FROM UZBEKISTAN
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Abstract
Purpose: This study investigates the impact of Customer Relationship Management (CRM) systems and data-driven marketing strategies on deposit mobilization performance in commercial banks operating in Uzbekistan. Despite the growing digitalization of banking services in Central Asia, empirical evidence on how CRM integration and analytics-based marketing approaches influence depositor behavior remains scarce.
Methods: A cross-sectional survey was administered to 385 respondents, including bank employees and retail customers across 12 commercial banks in Uzbekistan during 2023–2024. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships among CRM capability, data-driven marketing orientation, customer satisfaction, perceived trust, and deposit volume growth.
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