Adequate conclusion. Strengths • The possible usefulness of

Adequate Critiques Manuscript quality:• The conceptual framework is clear and logical.• The literature review is outdated as this journal was written 18 years ago and not identify the gap in the literature.• The research illustration did not support the purpose in a strong way.• The use of graphs and figures supported the purpose; however, it should be as and appendix.

• Finding and conclusion needed more elaboration. Weakness• The usage of an illustrative application for data mining on a fictitious bank.• While the author had fifteen variables listed, he wrote in text as thirteen.

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• Lack of elaboration in term of explaining CRM in the illustration and in the journal conclusion.Strengths• The possible usefulness of this research to other industrial areas such and insurance and healthcare.• Identify CRM in a clear way.• Explain data mining elaborately.

Recommendation• Update the literature review and identify the gaps between different sources • Apply the data mining and CRM as a case study in one of the leading banks also other industries. • Future work• Explain the charn modelling in detail • Apply the data mining in non-fictitious bank.• Explain the data mining potentials in details and how it can improve the banking industry.

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