Asian Journal of Management

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Effect of Customer Relationship Management on Organizational Performance in Banking Industry of Iran


Affiliations
1 Faculty of Management and Economics, Semnan University, Semnan, Iran, Islamic Republic of
2 Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran, Islamic Republic of
     

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The aim of the present study is to investigate the effect of Customer Relationship Management (CRM) on organizational performance. Statistical population of this study includes 95 managers of all branches of a public bank in Mazandaran, Northern Province of Iran. The method used in this study is descriptive-correlation. Further, the analysis was carried out utilizing Structural Equation modeling (SEM) methodology. After distribution questionnaires among respondents, 87 usable questionnaires were returned. Factor Analysis and finding show that CRM has a significant positive effect on organizational performance of the mentioned bank. The result of the current study provide further insight for managers of the bank on improving the relationship between their organization and customers leads to organizational superior performance.

Keywords

Customer Relationship Management, CRM, Organizational Performance, Banking Industry, Iran
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  • Effect of Customer Relationship Management on Organizational Performance in Banking Industry of Iran

Abstract Views: 647  |  PDF Views: 0

Authors

Seyed Mehdi Mousavi Davoudi
Faculty of Management and Economics, Semnan University, Semnan, Iran, Islamic Republic of
Meysam Allahyari
Faculty of Economics and Administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran, Islamic Republic of

Abstract


The aim of the present study is to investigate the effect of Customer Relationship Management (CRM) on organizational performance. Statistical population of this study includes 95 managers of all branches of a public bank in Mazandaran, Northern Province of Iran. The method used in this study is descriptive-correlation. Further, the analysis was carried out utilizing Structural Equation modeling (SEM) methodology. After distribution questionnaires among respondents, 87 usable questionnaires were returned. Factor Analysis and finding show that CRM has a significant positive effect on organizational performance of the mentioned bank. The result of the current study provide further insight for managers of the bank on improving the relationship between their organization and customers leads to organizational superior performance.

Keywords


Customer Relationship Management, CRM, Organizational Performance, Banking Industry, Iran

References