Applying a systematic grounded theory approach to presenting a CRM model with an emphasis on customer knowledge management and determining the validity of the model in structural equations

The study aims to present a customer relationship management (CRM) model focusing on customer knowledge management in the banking industry. It employs a qualitative, applied research approach using systematic grounded theory. Data was collected through semi-structured interviews with 18 experts from Pasargad Bank, utilizing snowball and purposeful sampling methods. The proposed model includes Causal factors, Contextual factors, and Intervening factors. Our strategies include: improving management structure, enhancing marketing strategies, human resource management, market orientation, and improving service delivery methods. Then 3 categories of factors ``banking services marketing" in the three core codes of ``greater and established presence in the market", ``improving the bank structure for better service delivery" and ``realizing internal marketing" were identified as consequences in the customer relationship management model with an emphasis on customer knowledge management in the banking industry. Moreover, the model's validation confirmed construct validity across all dimensions.

Applying a systematic grounded theory approach to presenting a CRM model with an emphasis on customer knowledge management and determining the validity of the model in structural equations Keywords:

Customer Relationship Management , Customer Knowledge Management , Banking , Grounded theory method