A study of the relationship between the components of intellectual capital and the performance of relationship management with CRM customers of Sepeh Bank employees in the central region of Tehran

Dissertation of Master of Business Administration, Domestic Business Orientation

Abstract

Intellectual capital is one of the most important organizational assets known in organizations today. In modern management attitudes, the use of assets such as human capital, structural capital, and communication capital plays a significant role in the development of businesses, in the meantime, banks, as one of the service organizations, have put the use of such capital on their agenda. On the other hand, customers and creating a proper relationship with them and managing this relationship is also very important in banks, but the basic question is how to achieve optimal performance in customer relationship management by using intellectual capital. This issue has created the main topic of the present research. This research is a descriptive research from the solidarity branch in terms of its practical purpose and in terms of the method of data collection. The subject of study is 400 people, a sample of 196 people is considered based on Cochran's formula. Also, the probability sampling method is a simple random type. The data collection tool is a questionnaire whose validity and reliability features have been confirmed using content validity and Cronbach's alpha. The results of the test of research hypotheses, which were operationalized using the correlation test, show that there is a relationship between the components of intellectual capital, which include human capital, structural capital, communication capital, and the performance of relationship management with customers. Also, the results show that communication capital has the greatest effect and human capital has the least effect on customer relationship management. Although the researcher in this research was faced with limitations such as limiting the statistical population and limiting intellectual capital, but the results obtained in this research are consistent with the research done in other researches.

Key words: human capital, structural capital, communication capital, customer relationship management

Introduction:

Undoubtedly, it can be He said that the most important assets of most organizations are their customers. Because of their direct connection to an organization's actions, customers are a valuable source of opportunities, threats, and operational questions related to their industry. Today, in order to grow and survive 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. In new business trends, obtaining customer satisfaction has been assigned an important and vital place in the company's goals, and senior managers know very well that their success in achieving the company's goals depends on customer satisfaction. On the other hand, it cannot be said that all customers play an equal role in the company's success. Therefore, satisfying key customers will be more sensitive. In the current approach of organizations, the customer is considered as organizational capital, and in this approach, managers seek to use other organizational capitals in order to achieve the organization's business goals and satisfy customers. These capitals, which today are considered organizational intellectual capitals, have always been of special importance in organizations and are considered one of the success factors of the organization.

With the revolution of information technology, information society and networks, as well as the rapid growth and development of superior technology, the growth pattern of the global economy has fundamentally changed. As a result, knowledge has replaced financial and physical capital as the most important capital in today's global economy. In a knowledge-oriented organization, traditional accounting methods, which are based on the organization's tangible assets, are insufficient to value intellectual capital, which is the largest and most valuable intangible asset of organizations. The emerging field of intellectual capital is a new research field for researchers and organizational practitioners that focuses on creating new measurement mechanisms for reporting intangible factors. Today, a concept such as intellectual capital is popular in management literature and it is considered as a factor for improving organizational processes, which is separate from the organization's financial balance sheet.On the other hand, customer relationship management requires the support of the organization's management, and managers consider the lack of financial resources to be the most important challenge in the organization for the successful implementation of such a system, and consider it a cost system. With a new approach, the current research not only considers organizational financial resources as the most effective factor in customer relationship management, but also explains the role of intellectual capital in order to achieve the goals of this system. Therefore, the main topic of the current research is intellectual capital on the one hand and the role of these capitals on the performance of customer relationship management on the other.

Statement of the problem

In the current world of change and dynamics, organizations are always looking for ways to increase their efficiency and effectiveness. It is obvious that making any improvement in organizations requires many material and spiritual resources. In the new approach of management, in addition to traditional resources, traces of resources and intellectual and spiritual capitals can also be seen. Intellectual capital is a type of intangible asset of an organization. Today's economy is based on intellectual capital and its components are knowledge and information. These intangible resources are factors other than financial and physical assets that participate in the creation of value in the organization and are under its control. The company exits, which includes the skills and competencies of the workforce, and their knowledge in the fields that are important and necessary for the success of the organization, and the structural capital includes all the non-human reserves of knowledge in the organization, and includes databases, organizational charts, executive instructions, processes, strategies, executive programs, and in general, everything whose value for the organization is higher than its material value, and relational capital includes all the relationships of the organization with external factors of the company, such as relationships with customers, suppliers and distributors. Intellectual capitals are assets that are currently valued at zero in the balance sheet. Brooking (2003), considers intellectual capital to be a combination of intangible assets that enable an economic enterprise to fulfill its responsibilities. Terms such as human assets, individual assets, individual competence and employee competence are all used to describe human capital. What is certain is that such assets play a significant role in the success of current organizations. In recent years, many researches have been conducted on the impact of these assets on the performance and success of organizations, and in all these researches, the positive and definite impact of these assets on the success of organizations has been confirmed. (Qalicheli et al., 1385: Mojtahedzadeh et al., 1389).

On the other hand, due to the environment of change and fierce competition between manufacturing and service companies, many organizations are seeking to establish an effective relationship with their customers, and they consider the beating pulse of their organization to be the markets and their customers. Today, many concepts, theories, and management literature in general have been revised and rewritten on the customer's axis. "The customer is our crown" is no longer a slogan, but the customer has become the center of the organizations' activities; So that the statement and mission of modern organizations are defined based on the customer. (Yazdani, 1385) Quality, which is a concept and a long-standing concern of management, is also defined today in relation to customer satisfaction and it is said: "Quality means responding to customer needs." Therefore, it is a quality organization that is more in line with the needs of its customers, so that it provides its goods and services with the desired quality to the customer, at the time desired by the customer, and at an acceptable price. Yesterday's marketing only emphasized on finding customers, and today's marketing is based on the knowledge and art of finding and keeping customers. In traditional marketing, success meant having a larger share of the market, but in modern marketing, the criterion is to have a larger share of the customer. Products and services come and go, but what creates value for organizations today is creating a continuous relationship with customers, and successful organizations are the only organizations that are able to create permanent customers for themselves (Baron, 2002). In the last few years, the term "customer relationship management" has received a lot of attention in the field of marketing, information technology, etc. is assigned to itself.