Investigating important factors influencing customer relationship management: A case study from banking industry

Sedigh, A.; Alikhani, A.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 3 Issue 12 pp. 2909-2914 , 2013

Investigating important factors influencing customer relationship management: A case study from banking industry Pages 2909-2914 Download PDF

Authors: Ali Sedigh, Ali Alikhani

Keywords: Banking industry, CRM, Customer relationship management, Information technology

Abstract: This paper performs an investigation on measuring the effect of different factors on customer relationship management (CRM) for different branches of an Iranian banks located in various regions of city of Tehran, Iran. The proposed study selects a sample of 275 managers and using structural equation modeling examines the effects of five variables including CRM knowledge, employment’s information technology skills, specialty, strategic use, CRM performance on the performance of CRM. Cronbach alpha has been calculated for the questionnaire as 0.881, which is well above the minimum acceptable level. The survey has concluded that there were meaningful relationships between all four mentioned variables and performance of CRM. In other words, knowledge and information technology influence on improving employments’ skills, which increase strategic use of CRM components and this would improve CRM performance.

How to cite this paper

 Sedigh, A & Alikhani, A. (2013). Investigating important factors influencing customer relationship management: A case study from banking industry.Management Science Letters , 3(12), 2909-2914.

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