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Developing Strategic Approach to CRM in Iranian Banking Industry: Key Issues in Creating Customer Perceived Value

Ranjbar Toutouee, Shirin | 2014

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 47002 (56)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Miremadi, Alireza
  7. Abstract:
  8. This millennium could be named as a world of relationship and connection which these two terms impacts on each of our business and daily life dimensions, in the world of marketing , consumer relationship management (CRM) was the notion that introduced in 1995 and emphasize on the importance of 1 to 1 interaction. wide perspective and golden target of CRM makes this concept more desirable for all organizations which everyone hope to be achieved it and this is a gains of not just more sales but more profit, in fact CRM focused on the emotional interaction between to part of deals and tries to locked the consumer in the system by creation of sentimental dependence in consumer which drives the ultimate goals of each economic parties; profitable loyal consumers means acquiring both market share and consumer`s share of wallet .as the researcher`s work result reveals, two business field of communication and financial institution are the most potential entities for implementing CRM practices because in this two areas we could have two line interaction with each of consumers and detected their transactions, in Iran the country which we like to done our research there is rivalry atmosphere among the financial institution especially banking industry so applying CRM could be a good strategically choice for these organization therefore because of all reasons which discussed we decide to implement the thesis on CRM and E - CRM concept in Iranian banking industry in order to find and assess the most impartible factors which have effect on CRM in Iranian banking industry from both internal and external system point of view. For running this thesis first we start from reviewing literature and the main model introduced by researcher to set our conceptual model then we design questionnaire by use of academic expert opinion and industry consultant;at the end distribute questionnaire in six provinces of Tehran, Mashhad, Esfahan, Hormozgan, Kerman and Yazdfurther more to confirm our proposed model and further testing of overturned hypothesis the SPSS and LISREL software were applied
  9. Keywords:
  10. Customer ; Trust ; Customer Relationship Management ; Security ; Banking ; Iran ; Customer Loyalty ; Financial Institutions

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