Investigating relationship between CRM customer relationship and the quality of services provided in the bank with the mediating role of the citizen's citizenship behavior
Subject Areas : business managementjavid rakhshani 1 , zohreh madani 2 , somayeh saebnia 3
1 - Department of Management, Shamim Danesh Novin Higher Education Institute, Ardabil, Iran
2 - Department of Management, Shamim Danesh Novin Higher Education Institute, Ardabil, Iran
3 - Department of Management, Shamim Danesh Novin Higher Education Institute, Ardabil, Iran
Keywords: Bank, CRM customer relationship, quality of services provided, citizenship behavior of the organization,
Abstract :
The purpose of this study is to investigate the relationship between CRM customer relationship with the quality of services provided in the bank and the mediating role of organizational citizenship behavior in Bank Mellat Ardabil, which is applied in terms of purpose and descriptive correlation. The statistical population of the study includes all employees of Bank Mellat branches in Ardabil, 250 people. The sample size was 184 using Cochran's formula, which were selected based on dependent sampling and standard sampling.A standard questionnaire was used to measure the variables. the validity of the questionnaire was diagnostic, convergent and divergent and the reliability of the questionnaire was assessed with Cronbach's alpha coefficient. The research model was tested based on the structural equation method and LISREL software. The results showed that the relationship between the two variables of CRM customer relationship and the quality of services provided in the bank is intensified by the variable of citizenship behavior of the organization that if the citizenship behavior of the organization increases this effect is stronger and if the citizenship behavior of the organization is weak This issue can be deduced based on the significance and direction of the effect of the organization's citizenship behavior.
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