The Study of Relationship Management with Electronic Customer on the Quality of Customer Relationship in Mellat Bank

This study aimed to investigate the relationship between relationship management and electronic customer on the quality of relationship with customer in Mellat bank and its results in Mellat bank branches in Fars Province in 2014-2015. The research method is correlational and for testing hypothesizes Pearson correlation coefficient and multiple linear regression was used. The study population consisted of all Mellat bank of Fasa customers involving 9 branches which 158 were selected. To collect data from two questionnaires (measuring a variety of electronic services including 33 questions, measuring relationship quality questionnaire includes 28 questions) is used. Based on resulted calculation, coefficient reliability of first questionnaire is 83% and coefficient reliability of second questionnaire is 0.91. Also by using SPSS software and using CronbachAlgha test, this calculated number is highly desirable coefficient which showed high reliability tools of measuring. The results showed that between effects of Mellat bank and the quality of customer relationship there is a significant relationship. There is a significant relationship between effects of Mellat internet bank and quality of relationship with customer. There is a significant relationship between effects of Mellat telephone bank and the quality of relationship with customer. There is a significant relationship between effects of the ATM of Mellat bank and the quality of relationship with customer. Among the components of electronic customer relationship management, Mobile bank and POS bank machines are more effective predictor and are significant customer relationship quality.