The growth of information technology and the changes that have occurred in the way of communicating and analyzing customer data have affected traditional marketing methods and created new methods that are more in line with direct communication and marketing. On the other hand, banks and interacting with customers is an inevitable necessity so that they can remain competitive. Therefore, the purpose of this research was to fit the paradigm model of customer interaction with an emphasis on electronic management of customer relationship with an emphasis on electronic management of customer relationship (study of banks-affiliated universities). The method of this research was quantitative-survey and practical in terms of purpose. The statistical population includes all employees and customers of Sepeh Bank branches in Tehran. In this section, the sample size was calculated using Cochran's formula and 385 people were selected as a statistical sample. The research instrument was a questionnaire made by the researcher, whose validity was checked by three expert professors. Also, reliability was also done with Cronbach's alpha test, the result of which was 0.88. Structural equation method was also used to analyze the results. The results showed that the causal conditions had the value of R2-0.32 and Q2-0.19. Background factors with value (R2-0.31 and Q2-0.20), intervening factors with value (R2-0.45 and Q2-0.30), strategic factors with value (R2-0.44 and 0.22) Q2-) and finally the results were with the value (R2-0.36 and Q2-0.22). In general, the desired model had a good fit. It can be concluded that the factors (contextual, intervening, strategies, central and consequences) that have a significant effect on the model in the current research can be considered by the banking system planners and planners.
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