Investigating the Effective Factors on the Customer Relationship Management (Case Study: Bank Saderat of Tehran)

Publish Year: 1397
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:

CARSE03_195

تاریخ نمایه سازی: 18 خرداد 1398

Abstract:

The aim of this study is to identify effective factors on customer relationship management. This study isapplied and descriptive type of research. The statistical population included employees of variousbranches of Bank Saderat in Tehran that about 120 people were selected for research. 4 effective factorsin the implementation of customer relationship management were investigated and prioritized that are asfollows: the components of strategy, technology, process and employees, and questionnaire are datagathering tool. That questionnaire s validity was obtained by experts and questionnaire s reliability wasobtained equal to 0.78 with the help of Cronbach s alpha coefficient. Data obtained of questionnaire wastested through topsis and student t test. Excel software has been used for weighting and prioritization offactors and components of each one. Results revealed that technology with the highest average rating, isthe most important variable, and then the strategy is in the second rate and employees and processes arein next rates among the 4 effective factors from the perspective of employees of Bank Saderat in Tehran.

Authors

Ruhollah Farahanian

Executive Master of business administration graduate in Iran University of Science and Technology