CRM Application Impact on Customer Satisfaction in Financial and Credit Institutions (Case Study: Financial and Credit Institutions in Guilan, Iran)

The current business environment is very different from the past and the competition has a special role .In this space, without a doubt the most important factor discrimination between competitors after quality is time and delivery cost of goods or services with added value. The added value occurs through a continuous and stable relationship with the customer. Customer relationship management) CRM) is an important step in creating this value added. CRM as a tool in the hands of banks and institutions is important for communicating with customers and attract and retain them. The main object of study is CRM application impact on customer satisfaction in financial and credit institutions. Method of study is descriptive – analytical and causal analysis and statistical community is customers of financial and credit institutions in Iran(Guilan) and measurement tools is questionnaires.statistical test is Regression analysis After hypothesis testing the was determined thatthe elements of CRM (quality of service, service features, service availability and system complaints) has an impact on customer satisfaction

Keywords:

CRM , Customer Satisfaction , Services , Financial , Credit Institutions