The Impact of CRM (Customer Relationship Management) and RM (Relationship Marketing) on the Business Performance of Tehran Ansar Bank Branches
Subject Areas :
Hormoz Mehrani
1
(گروه مدیریت، واحد علیآبادکتول، دانشگاه آزاداسلامی، علیآبادکتول، ایران)
Mansoure Sadeghi
2
(باشگاه پژوهشگران جوان و نخبگان،واحد علی آبادکتول،دانشگاه آزاد اسلامی،علی آباد کتول،ایران)
Keywords:
Abstract :
Nowadays, marketing managers have recognized that CRM (Customer Relationship Management) is focused on building long term and sustainable relationship with customers that leads to creating value for both customers and companies. On the other hand, the basis of RM (Relationship Marketing) is creating bonds between companies and customers. Developing relationship between customers and service providers requires one or several bonds between parties involved. The objective of this research was to survey the effect of CRM and RM on the business performance of Ansar bank branches in Tehran. The research methodology was descriptive survey and correlation. The research population was the employees of Tehran Ansar bank branches. Cluster sampling method was used which according to Morgan’s table includes 285 employees. Data gathering tool in this research was questionnaire. Standard questionnaire of Wu and Lu (2012) was used with Cronbach Alpha of .7 for all variables. For analyzing data, structural equation modeling with PLS software was used. The result of the research showed that CRM has positive effect on relationship marketing and also relationship marketing has positive effect on business performance.
_||_
