Title: Analyzing of electronic customer relationship management system implementation (A case study: Bank Saderat in Tehran province)
Abstract: CRM means customer relationship management system. In fact this system is a guideline for collecting and recognizing needs and commercial behaviors of customers so that make these relationships strengthened. the key factor for successful work and business was that of focus on people and close relationships with customers. This research is aimed to analyze the outcomes of electronic customer relationship management (E-CRM) system implementation in the Saderat Bank of Tehran city from customers’ perspectives. A full-scale field survey and questionnaire designed by researcher was then conducted for analyzing data. After compiling and gathering a questionnaire, the preliminary test were conducted and Moreover, Cranach's alpha of each construct was calculated to check the instrument's reliability. total scores of service attribute's alpha was 0.86 and for service quality 0.73 thus from results value indicated the measurement models calculated reliable and the questionnaire is of the acceptable standard level.type of used test for comparing and examining variables is regression that has been processed by SPSS software. According to path analysis results, e-CRM carrying out has a positive relationship with all ingredients of relationship quality and result (trust, obligation, readiness to endorse and satisfaction) of customer Saderat bank relationships. In addition it is investigated that customer based service attribute model has a statistically significant positive impact on customer –bank relationship quality ad results (trust, commitment, loyalty and satisfaction).
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: article
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Cited By Count: 1
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