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Impact on the quality of communication with CRM customers

Number of pages: 196 File Format: word File Code: 30327
Year: 2014 University Degree: Master's degree Category: Management
Tags/Keywords: bank - Customer commitment - Customer loyalty - Customer relationship management - Overall quality of customer relationships
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  • Summary of Impact on the quality of communication with CRM customers

    Dissertation for Master Degree (M.A)

    Trend: International

    Abstract:

    The purpose of this research is to investigate the effect of CRM on the quality of customer relationship. The method used in the current research is review (documentary-library) and survey, which is the most common method in quantitative research. In this research, in order to collect the desired data and information, a researcher-made questionnaire was used, and its validity and reliability were confirmed in this research. The statistical population investigated in this research includes all the customers of National Bank branches in Tehran in 2013, and based on Cochran's formula, 343 of them were selected as a sample by simple random method.  In order to investigate the effect of implementation of CRM in Melli Bank on research variables, the t univariate test was used. The results showed that the implementation of CRM led to the improvement of customer-based service features, led to the improvement of communication and the overall quality of customer-bank relations, led to the improvement of information received by the customer and led to the improvement of customer comfort and convenience, improved trust, improved customer commitment, improved customer loyalty, and also the implementation of CRM led to the desire to recommend and be critical and take advantage of customer opinions and suggestions. Also, in order to investigate the relationship between the research variables and the communication and the overall quality of customer relations, the Pearson correlation test was used, and the results showed that by increasing the service characteristics based on the customer, the communication and the overall quality of the customer-bank relationship increases (r= 0/732, p<001). With the increase in the information received by the customer, the communication and the overall quality of the customer-bank relationship increases (r= 0/602, p<001). By increasing the comfort and convenience of the customer, communication and the overall quality of customer-bank relations increases 0/111, p=039). With increasing customer satisfaction, communication and the overall quality of customer-bank relations increases (r= 0/001, p=001). With increasing customer commitment, communication and the overall quality of customer-bank relations increases (r= 0/134, p=013). With the increase of customer loyalty, communication and the overall quality of customer-bank relations increases (r= 0/134, p=013). Also, in order to investigate the interactive effect of research variables on communication and the overall quality of customer-bank relations, a multivariate regression test was used, and the results showed 56% of changes The variables of communication and the overall quality of customer-bank relations are explained by research variables, and the variables of customer-based service characteristics, information received by the customer, and customer trust are predictors of communication and the overall quality of customer-bank relations and have a positive and direct effect on it. 

    Keywords: customer relationship management, overall quality of customer-bank relations, customer loyalty, customer commitment

    Introduction

    People's need for banking services is increasing more than ever. People expect more and faster service from banks. Maintaining existing customers and attracting new customers requires efficient and effective management (Rangebrian and Gholami Kerin, 2015). In fact, today the banking industry is not only limited to providing behind-the-counter services, but its scope of activity has expanded to the level of activities of multinational companies. Today, banks have entered the electronic exchange system as one of the major investors in the exchange market, and in competition with other banks, they play an essential role in financial and monetary provision and the economic well-being of the society. In one sentence, it can be said that today the banking industry includes a wide range of economic activities, and without it and without transformation in this industry, the largest part of the economic driver of the society will be paralyzed (Gilaninia and Mousaviyan, 2018). For this reason, creating a strong relationship between the organization and its customers can provide the reasons for the organization to achieve a competitive advantage.In this direction, new management approaches, including customer relationship management (CRM), have been introduced. Customer relationship management (CRM) refers to all processes and technologies that are used in companies and organizations to identify, attract, expand, maintain and provide service to customers.  CRM, in fact, by maintaining current profitable customers and attracting potential customers, leads to an increase and stability in sales and profits of companies in the long term.  By using CRM, banks can shorten the sales cycle and increase customer loyalty to create closer relationships and increase revenue. A customer relationship management system can help retain existing customers and attract new customers. Banks use some methods including customer relationship management, customer value analysis, organizational strategy and service mechanisms that improve the efficiency of customer communication. Customer relationship management is a strategy for acquiring new customers and keeping them. Operational customer relationship management includes all activities related to direct customers such as companies. This research aims to investigate the impact of CRM on the quality of customer relationship.

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    1-2- problem statement

    Due to the technological advances and the reform of the production methods and the existence of competitive roads, the roads have an excess supply and it has caused the customer to be the real ruler of the market, so the organizations should be in this situation A customer-oriented economy should move from focusing on products to focusing on customers and by managing their behavior, provide the most efficiency for their organization. Considering the transfer of power from the seller to the buyer, organizations have realized that it is not possible to compete only with cheaper, better or more resistant products, and the competitive advantage is not achieved only by relying on product variety. But this will be achieved with the help of increasing communication with customers. In recent years, the expectations of customers have increased, which is itself a factor for turning customer relationship management into a necessity in today's customer-oriented business environment. Organizations have recognized that customers are their most important assets, so they see relationships with customers as beneficial interactions that require proper management (Pelkoyanaki [1], 2006: 364)

    Given the fact that today, for growth and survival in the field of economic competition, companies and organizations must give special importance to customer orientation and increase their relationship with the buyers of goods, and in new business trends, obtaining customer satisfaction has an important and vital place in the goals of companies, and senior managers know very well that their success on the way to achieving the goals of the enterprise depends on satisfying customers and it cannot be said that all customers are equally satisfied. They play a role in the success of the company. Therefore, satisfying key customers will be more sensitive (Abbasi and Turkmeni, 2019). Nguyen [2] et al. (2007) reported that customer relationship management can reduce the distance between customers and the organization and bring about organizational success with customer loyalty, superior service, better information gathering and organizational training. Research has shown that more customer satisfaction will cause more commitment, customer retention (Frederick[3], 1996) and more loyalty in them (Parker[4] and Matthews[5], 2001).  "Anderson[6] and Narus[7] (1990, quoted by Ranjberian and Berari, 2018) also reported that communication between the organization and customers is one of the principles of marketing, and this importance can guarantee the success of an organization compared to other competitors. Also, on the other hand, the lack of trust of customers in an organization will cause them to be dissatisfied (Van Lavaerden[8], Van der Wiel[9], Ball[10] and Milne[11], 2003 ).

    Each organization or company should fulfill its obligations in order to win the trust of the customer and fulfill what has been committed in the appointed time (Rangebrian and Brari, 2018) and also pay special attention to the recommendations and constructive suggestions of customers in order to make them belong more to the organization, which can provide the basis for their satisfaction.

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