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  3. The effect of customer relationship management on the commercial performance of banks (a case study of export banks in Gilan province)

The effect of customer relationship management on the commercial performance of banks (a case study of export banks in Gilan province)

Number of pages: 104 File Format: word File Code: 31183
Year: 2013 University Degree: Master's degree Category: Management
Tags/Keywords: Bank business performance - Banking - Business management - Business performance - Customer relationship management - Domestic trade - Technology in business
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  • Summary of The effect of customer relationship management on the commercial performance of banks (a case study of export banks in Gilan province)

    Academic Thesis for M.A.

    Field: Business Management

    Intention: Domestic Business

    Abstract:

    Today, the economic and commercial progress of the country depends on the progress of the banking industry in step with other industries of the country as well as the banking industries of other advanced countries. Currently, a high percentage of the ownership of this industry is in the hands of the government, but with the emergence of some private banks, competition has also started in this industry, but despite this, it is very far from the level of global banking. In fact, the banking system in any country is one of the most important elements in the formation of economic structures, which is considered to determine the path of development or backwardness of countries. On the other hand, the examination of different views about the performance of banks shows that many variables can be effective in it, among these variables is the customer communication system[1]. Customer relationship management is a strategic concept that creates loyalty, satisfaction and retention of customers and profitability for the organization. In this regard, the current research aims to investigate the impact of customer relationship management on the commercial performance of banks in Saderat Bank, Gilan province, and in line with the objectives of the research, four hypotheses have been proposed as follows:

    Banks' focus on key customers is related to their commercial performance.

    CRM organization in banks is related to their commercial performance.

    Knowledge management in banks is related to their commercial performance. used in banks is related to their commercial performance.

    Descriptive research method, the statistical population of this research is the employees of Saderat Bank of Gilan province, and 146 questionnaires were collected at the provincial level during random sampling from banks. The respondents of this research were all bank employees. The data collection tool is a questionnaire and the data collection method is field, and for the validity of the questions, the content validity method is used, and for measuring the reliability of the variables, the Cronbach's alpha method is used. Finally, to test the hypotheses, the Pearson correlation method was used, and the results indicated the confirmation of all the research hypotheses. Keywords: business performance, CRM based on snow processing, CRM organization, knowledge management, key customers. Chapter 1. Research overview. 1-1) Introduction. Profits are more concentrated. With the passing of the traditional economy and the fierce competition in new dimensions, the customer has become the main pillar and axis of all the organizations' activities; In such a way that from a competitive point of view, the survival and continuity of life of organizations depends on identifying and attracting new customers and maintaining existing customers (Shaaban Allahi Vahidari, 2013). Customer relationship management is a relatively new management concept. A new approach that combines various elements such as technology, manpower, information resources and work processes to create a business that looks 100% to its customers. Currently, a high percentage of the ownership of this industry is in the hands of the government, but with the emergence of some private banks, competition has also started in this industry, but despite this, it is very far from the level of global banking. Gaining competitive advantage requires improving the services provided. By discovering the relationship between performance and customer relationship management, different banks can better understand their weaknesses and, as a result, better understand their customers' needs and try to solve them. Therefore, the purpose of this research is to examine the relationship between customer relationship management and performance in the banking industry. Because marketing and its philosophy is to discover customer needs and meet them in the best possible way (Taherpour Kalantari, Tayibi Tolo, 2019). In the first chapter of the present research, the statement of the problem, the importance and necessity of the research, the theoretical framework of the research, the research hypotheses, and the conceptual and operational definitions of the research variables are discussed in order to obtain a general view of the present research.

    1-2) Statement of the problem

    Today, the economic and commercial progress of the country depends on the progress of the banking industry in line with other industries of the country as well as the banking industries of other advanced countries.. Currently, a high percentage of the ownership of this industry is in the hands of the government, but with the emergence of some private banks, competition has also started in this industry, but despite this, it is very far from the level of global banking. In fact, the banking system in any country is one of the most important elements in the formation of economic structures, which is considered to determine the path of development or backwardness of countries (Al-Ishaq, 2008). For this reason, examining the commercial performance of banks can be very important. In fact, performance shows how an organization reaches its mission and related goals, performance implies starting from a certain situation and reaching a precise goal, which may include several target points such as market share, sales volume, employee motivation, customer satisfaction, quality level, etc. (Boisvert, Hugues, 2006). Examining different perspectives on performance shows that many variables can be effective in it, among these variables is the customer communication system[1]. (Mamoun & et al., 2011) Customer relationship management is a strategic concept that creates loyalty, satisfaction, and customer retention and profitability for the organization. (Javalgi et al., 2006) Customer relationship management is a set of methods that provide a solid, coherent and integrated view of customers across the entire business to ensure that each customer receives the highest level of service (etal, 2005 & Karakostas). According to Sin, Tse and Yim[2], the dimensions of customer relationship management are: 1. Focus on key customers [3], 2. CRM organization [4] 3. Knowledge management [5] and 4. Snow-based CRM [6] (Mamoun & et al., 2011). These dimensions are the independent variables of the present research. Also, the commercial performance of the provincial banks is the dependent variable of the research. In this way, the main question of the research is as follows:

    Do the dimensions of customer relationship management have an effect on the commercial performance of banks in the province?

    1-3) The importance and necessity of research

    The real value of any organization is to attract new customers and retain previous customers. It is important for organizations to understand that the value is not only in more information and more advanced technology, but also in having the knowledge of customer relationship management. If businesses convert customer data into knowledge and use it to improve relationships with customers, it will create customer loyalty, which brings the following benefits (Alwani, Karimi, 2018).

    - Low cost of attracting new customers,

    - Reduction of sales costs,

    - High customer profitability,

    - Evaluation of profitability,

    - Creation of constant value from the business. Customers,

    - Optimizing service channels and attracting new customers.

    Today, customer relationship management has received a lot of attention due to globalization, increased competition, market maturity and the rapid development of technology in businesses. Customer relationship management is considered a key business strategy, so a company needs to focus on the needs of its customers to survive. The trend of increasing competition and decreasing customer loyalty made companies move from product-oriented to customer-oriented. Here, the focus is more on customer needs than product features. (Liou, 2009) Today, customer relationship management is increasingly considered in all businesses to maintain long-term customer effects in a competitive environment. Customer relationship management is a philosophy that anticipates customer needs with the aim of getting target customers with the right product, at the right time, and in the right place (Chan & Cho, 2009). Customer relationship management increases competitiveness for many organizations and increases revenue and reduces operational costs. Managing effective and efficient relationships with customers increases customer loyalty and return rates. Customer relationship management in organizations evaluates customer loyalty and profitability through criteria such as repeat purchase process, cost spent, and customer retention (Chen & Popovich, 2003)

    Measuring the level of focus on key customers in the bank.

    Measuring the level of CRM organization in the bank.

    Measuring the level of knowledge management in banks.

    Measuring the level of CRM technologies used in the bank.

    Measuring the level of commercial performance in banks.

  • Contents & References of The effect of customer relationship management on the commercial performance of banks (a case study of export banks in Gilan province)

    List:

    Title. Page

    Abstract 1

    Chapter One: General Research

    1-1) Introduction 3

    1-2) Statement of the problem 3

    1-3) Importance and necessity of research. 4

    1-4) research objectives. 5

    1-5) The theoretical framework of the research. 6

    1-6) research hypotheses. 6

    1-7) conceptual and operational definitions of research variables. 7

    1-8) research area. 8

     

    Chapter Two: Research Literature

    Part One Customer Relationship Management (CRM) 10

    2-1-1) Introduction 11

    2-1-2) Customer Relationship Management (CRM) 11

    2-1-3) Necessity of Customer Relationship Management. 13

    2-1-4) The main elements of customer relationship management. 13

    2-1-5) Objectives of customer relationship management. 14

    2-1-6) Advantages of using customer relationship management system. 15

    2-1-7) Customer relationship management components. 16

    2-1-8) Types of CRM systems. 16

    2-1-9) Theoretical model of implementation of customer relationship management (CRM) 17

    2-1-10) Customer relationship trends. 23

    2-1-11) Development of customer relationship management. 25

    2-1-12) Customer affairs management process. 26

    2-1-13) Relationship between CRM and performance 27

    Part II Performance 29

    2-2-1) Introduction 30

    2-2-2) Explaining the concept of performance 31

    2-2-3) Performance evaluation and measurement 32

    2-2-4) Performance evaluation process 36

    2-2-4-1) Benefits of performance measurement 36

    2-2-4-2) Performance measurement and measurement models 36

    2-2-5) Performance evaluation system design 45

    2-2-6) Market performance 46

    2-2-7) Different methods of market performance measurement 48

    The third part of the research background. 53

    Chapter Three: Research Method

    3-1) Introduction 59

    3-2) Research Method. 59

    3-3) Society and statistical sample. 59

    3-4) Information collection methods and tools. 60

    3-5) Validity and reliability of measurement tools. 61

    3-6) Statistical methods of data analysis 62

    Chapter Four: Analysis of data and information

    4-1) Introduction 65

    4-2) Description of demographic variables of respondents. 66

    4-3) Description of research variables. 70

    4-4) research hypotheses. 75

    Chapter Five: Conclusions and Suggestions

    5-1) Introduction 78

    5-2) Descriptive statistics results. 78

    5-3) Results of inferential statistics. 78

    4-5) Comparison of the present research with past researches 79

    5-5) Suggestions based on research findings. 80

    5-6) Suggestions for future research. 81

    Resources. 82

    Appendix. 86

     

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    Iranzadeh, S., Barki, A. (1388). Rating and evaluation of bank performance. Ranking and evaluating bank performance using principal component analysis (PCA) technique. (Researcher) Management Quarterly, 6th year, number 14, 61-47.

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    Bakhtiari, A. (1385). The impact of market-oriented culture on the commercial performance of Mashhad auto parts companies. Master's Thesis of Marketing, Ferdowsi University of Mashhad. (1390). Investigating the relationship between marketing knowledge management assets and organizational performance in the Iranian petrochemical industry. Scientific-research journal of human resource management in oil industry, third year, number 12, 9-24. Khanleri, A., Sohrabi, B. (1387). Causal model of improvement and excellence in relation with the customers of the organization. Iranian Management Sciences Quarterly, third year, number 11, 148-131. Daft, R.A. (1377) Organization theory and design. Translated by Ali Parsaian and Mohammad Arabi, first volume, cultural research office.

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    Salehi, S.M., Nikokar, G.H., Mohammadi, A., Taghi Netaj, G.H. (1390). Designing the performance evaluation model of banks and financial and credit institutions (case study: Qavamin Bank). Business Administration, Faculty of Management, University of Tehran, Volume 3, Number 7, 142-127. (1389). The relationship of customer relationship management (CRM) with performance. Perspectives of Business Management, No. 1, 122-109.

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    Qurbani, A. , (2008), "Comparison of CRM customer relationship management technologies in order to create value for customers of banks in Gilan province", Master's thesis, Rasht Azad University.

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The effect of customer relationship management on the commercial performance of banks (a case study of export banks in Gilan province)
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