Research Journal of Applied Sciences

Year: 2016
Volume: 11
Issue: 6
Page No. 394 - 399

Investigate the Effects of Customer Relationship Management on Strategic Performance Management (Case Study: Branches of Bank Melli in Isfahan)

Authors : Mohsen Mohammad Bagheri

Abstract: Today, a strong relationship with customers is the most important key to success in any business. Hence the concept of customer relationship management which means the effort to create and deliver value to the customer is highly taken into consideration. The aim of this study was to determine the effects of customer relationship management on the performance of strategic management in various Branches of Bank Melli in Isfahan. The statistical population included all customers of branches of Bank Melli in Isfahan in 2015 andgiven the impossibility of counting customers, the convenient nonrandom sampling was used. Accordingly, the data collection was done by taking a sample of 150 customers. The tool measuring was a researcher-made questionnaire on a Likert format. Reliability of the questionnaire was obtained >0.7 for all variables using Cronbach’s alpha and in order to ensure the validity, the initial questionnaire distributed among a group of experts. In order to analyze the data gathered and examined the relationship between variables, spss software and Pearson correlation and regression methods were used. The results of the analysis showed that customer relationship management process, process development of customer relationship management, customer relationship management technology and customer-centric culture have a significant impact on the tangible and intangible performance of strategic management.

How to cite this article:

Mohsen Mohammad Bagheri , 2016. Investigate the Effects of Customer Relationship Management on Strategic Performance Management (Case Study: Branches of Bank Melli in Isfahan). Research Journal of Applied Sciences, 11: 394-399.

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