The role of financial accounting technology in improving customer relationship management in Jordanian banks

This study aims to investigate the role of financial accounting technology in improving customer relationship management (CRM) in Jordanian banks. The study used a questionnaire survey based on previous relevant literature to obtain the necessary data. Using a quantitative analysis method, a random sample of 113 employees working in Jordanian banks was selected. The bootstrapping method was used to investigate the connection between financial accounting technology and CRM. To comprehend the significance levels, the path coefficients, T-values, and p-values are the most typical outcomes in the structural model. The direct effects showed that financial accounting technology, including innovation, flexibility and transparency, had a significant positive effect on CRM. In line with the results, relying on financial accounting technology in banking transactions enables the creation of global electronic markets that contribute to economic growth, and banks' use of financial accounting technology can provide high-quality services for customers. The outcome of this study lays the groundwork for future research to advance the knowledge in this field.