Investigating the relationship between knowledge management and marketing related to customer relationship management among bank employees in Sepidan city

Dissertation for Master's degree (M.A.)

Direction: industrial and organizational

Investigation of the relationship between knowledge management and marketing related to customer relationship management

Among bank employees in Sepidan city

Abstract

The purpose of this research was to explain the relationship between knowledge management and marketing related to customer relationship management. The descriptive research method was correlation type. The statistical population of the research included 108 employees of Sepidan Banks. The statistical sample in this research is consistent with the statistical population of 108 people. Due to the limited statistical population, a case study was used. Data analysis was done with Pearson's correlation coefficient test and regression analysis. The results showed that there is a significant relationship between knowledge management and marketing related to customer relationship management. On the other hand, there is no significant relationship between the two variables between knowledge management and marketing related to the criterion variable of customer relationship management. Also, there is a significant direct relationship between the dimensions of externalization and internalization with customer relationship management, and there is a significant direct relationship between socialization and customer relationship management, but from the results of the analysis of variance, it can be inferred that there is no significant relationship between the dimensions of knowledge management and the knowledge management criteria variable. that there is a significant linear relationship at the 0.01 level between the predictor variable, relationship monitoring, and the customer relationship management criteria variable, and relationship monitoring is able to significantly predict customer relationship management. In the end, it is suggested that the country's bank officials take action in order to institutionalize and improve customer relationship management through increasing employee knowledge management. Keywords: relationship marketing, knowledge management, customer relationship management.

Chapter One

Research Generalities

1-1 Introduction

Unlike marketing theory Classic, whose art was focused on attracting new customers and focusing more on making deals than building relationships with others, with the intensification of competition between companies in finding customers for their products and services, as well as the increase in customer power in today's competitive world, other companies should not only seek to attract new customers, but also maintain and maintain previous customers and establish strong relationships with them. It is only if resources are focused on opportunities and creating value for customers that a sustainable competitive advantage can be achieved and a solid support can be found for the survival of the organization and leadership in that field of competition. The best approach to retain and maintain customers is to create great satisfaction in the customer and pay attention to what is considered valuable for him, so that his loyalty to the company is strengthened as a result. Customer relationship management also seeks to provide more values ??for the customer and achieve tangible and intangible benefits from this relationship. In today's world, attention and practice to the principles of relational marketing and customer relationship management are considered as a competitive advantage.

On the other hand, relational marketing is all the steps that the company takes to recognize and provide better services to its valued customers. Relationship marketing is a continuous process to identify and create new values ??for customers, in which mutual benefits are taken into account and these benefits are shared with the customer during his lifetime. Today, transactions that only emphasized the effectiveness of mixed marketing elements, have shifted towards relationship-based marketing and effective customer relationship management.Over the past two decades, many organizations have become aware of the importance of customer satisfaction and have realized that maintaining existing customers is far less expensive than attracting new customers. In addition, the existence of a strong relationship between customer satisfaction and profitability has been accepted, and providing and promoting customer satisfaction has become a very important operational goal of most organizations. Researchers have examined relational marketing from various dimensions, one of which is the emphasis on establishing long-term and mutual relationships between the buyer (customer) and the seller. Globalization of business and economy and more dynamic competition has changed the role of customers in organizations. Today, organizations look at customers not only as consumers. In today's competitive world, customers are the main focus of companies' attention, and their satisfaction is the main factor in gaining a competitive advantage for organizations. The requirement to satisfy customers is to fully meet their needs and accurately identify their desires, expectations, and desires in purchasing products, and companies must pay close attention to customers and meet their needs (better than competitors) in order to gain a competitive advantage. (Vardi, 2011, p. 55)

2-1 Statement of the problem

Today's world is full of changes and transformations. Change in technology, change in information, change in people's desires, change in consumers and change in global markets. But one of the most important changes in the business scene has been the change in values ??that can be offered to buyers, which is known as the main success factor in current organizations, and the leading organizations in every industry owe their success to the ability to supply and provide more value to buyers compared to their competitors (Ghaffari Ashtiani, 2016, p. 54). supply, the country's banks have always neglected customer orientation and its elements and failed to use modern marketing effectively. Considering the environmental changes that we are facing, banks should attach importance to equipping themselves, identifying the needs and expectations of customers and also paying attention to the market situation, because any bank that can identify and meet these needs earlier than its competitors will be victorious and proud in the field of competition. In recent years, with the developments in information technology and Communication, we have witnessed the rise of the concept of customer relationship management as an important approach in business, which aims to return to the period of personal marketing. This is a relatively simple concept that states that different customers demand different products and services, and instead of mass marketing of people and organizations, we should market each customer individually. In this person-to-person approach, information about each customer such as previous purchases, their needs and demands are used to frame goods and services that increase the probability of their acceptance (Shahraki et al., 2013, p. 1).

Marketing is one of the tools that can increase the bank's income growth.  According to the managers of the world's famous banks, only 5% of the customers account for more than 85% of the bank's profitability. Also, research by economic researchers has shown that banks increase their profitability by increasing their valuable and first-rate customers and creating effective customer satisfaction. Therefore, it is appropriate that in the current tight competition market of banks, taking into account the privatization of a large number of state-owned banks, as well as the insignificant difference in bank profit in the sector of attracting resources and low consumption of state-owned and private banks, banks are required to think of a solution as soon as possible to retain their customers, and the solution can only be manifested in relational and effective customer-oriented marketing.  Customers today have more opportunities to compare services and their financial management has become more complex. Therefore, the creative relationships between customers and banks and the quality of services and the nature of the purchased services, the intellectual dimension, the strategy, the social, cultural dimension, the knowledge structure, the interaction program, the technological dimension, the management application developed during the purchase depends on the quality of the interaction and the relationship between the two parties, the customer and the employee. The customer's judgment about the bank is based on the bank's ability to help solve problems and develop his business. In our country and most of the advanced countries in the world, the ultimate goal and goal is to do things quickly and not waste time as the most important element of success in the current competition, and customers value technology and speed and, in the next degree, the technical expertise of banks as the determining elements.