Impact of Customer Service Centers on Housing Financing Service Decisions: An Empirical Study in Bahrain's Ministry of Housing

This study evaluates the impact of customer relationship management strategies on the decision to benefit from housing financing services at Bahrain's Ministry of Housing. The study examines five dimensions: direct communication, marketing plans, diversified options, personal skills, and customer experience. A descriptive analytical method is used, and a questionnaire with 27 parts is distributed to 303 beneficiaries of housing financing services. SPSS version 28 is used for data analysis. The results indicate that direct communication, diversified options, personal skills, marketing plans, and customer experience significantly influence the decision to benefit from housing financing services. No statistical differences are found based on demographic variables such as gender, age, education, occupation, income level, and governorate. The study recommends implementing more effective promotional methods for the customer service center and conducting regular satisfaction studies to improve services provided by the Ministry of Housing and Urban Planning.