Investigating the Dimensions of the Customer Relationship Model Based on Banking Policies in Maskan Bank

Subject Areas : Agriculture Marketing and Commercialization

Ali  Keshavarz ¹ (Ph.D. Student of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran)
Asadollah  Mehrara ² (Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran)
Mohammad Reza  Bagherzadeh ³ (Department of Management, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran)
Yousef  Gholipour ⁴ (Department of Industry Engineering, Qaemshahr Branch, Islamic Azad University, Qaemshahr, Iran)

Received: 2020-03-28 Accepted : 2020-09-20 Published : 2020-12-30

Keywords: Customer Relationship Management, Causal Conditions, Contextual Conditions, Intervening Conditions, Banking Policies,

Abstract :

Effective customer relationship management has become a significant challenge in business competition. Organizations need information about who their customers are, what their expectations and needs are, and how their needs should be realized. So, the aim of this study is to investigate the relationships between the dimensions of the customer relationship model based on banking policies in Maskan bank. The current research study is applied in terms of purpose, it is descriptive of correlational type in terms of nature, and is of survey type in terms of method. The statistical population included all employees of Maskan Bank branches in Tehran including 2153 people. The sample size was estimated to be 327 people based on Cochran's formula that were selected by multi-stage relative cluster sampling. Based on the study of research literature and survey of experts, in order to collect information, 76 questions were prepared in the form of 15 indicators and 5 components (causal, contextual, intervening, strategic, and consequences). The calculated CVR value for each item was more than 0.42, so the content validity was confirmed. Cronbach's alpha coefficient of variables was higher than 0.7, indicating good reliability. Structural equation modeling using Amos software was used to analyze the data. The results indicated that at a significant level higher than 1.96, the path coefficients of the variable causal conditions on the main category equal to 0.49, the main category variable on strategies (solutions) was equal to 0.44, the variable of the contextual conditions on the strategies (solutions) was equal to 0.16, the variable of intervening conditions on strategies (strategies) was equal to 0.61, the variable of strategies (strategies) on consequences (outcomes) was estimated to be 0.63. It can be stated that all relationships were positive and significant.

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