Evaluating Improvement in Bank Service Management and Customer Loyalty by Customer Knowledge Management and Mobile Banking (Case Study: Mellat Bank)

Subject Areas : Jounal of Marketing Management

نرگس رضائی ملک ^{1 *} , محمد رضائی ملک ² , رضا توکلی مقدم ³

1 - دانشگاه آزاد واحد الکترونیک
2 - دانشگاه تهران
3 - دانشگاه تهران

Received: 2013-10-28 Accepted : 2014-08-19 Published : 2018-10-23

Keywords: Bank Service Management, Customer Knowledge Management, mobile banking, Regression Analysis,

Abstract :

With development of banking industry, many Iranian banks are seeking to provide different services to customers to increase their market share. For example, applying of mobile technologies to provide banking services 24 hours a day makes more competitive advantage. In addition, utilization of customer knowledge management by identifying the critical needs of customers improves bank service management. Furthermore, improvement of bank service management increases customer satisfaction and loyalty. Hence, this paper investigates the effect of customer knowledge management and mobile banking on improvement of bank service management and customer loyalty. Mellat bank is investigated as the case study of this research. For sample estimate, simple random sampling (Cochran formula) is used. Finally, for data analysis, multivariate regression method is applied. The results show that customer knowledge management and mobile banking separately have %50 positive effects on improvement of bank service management, and also improvement of bank service management has 64% positive effect on customer loyalty. Therefore, it is highly suggested that Iranian banks should be careful about selecting the proper system for mobile banking and customer knowledge management because of they have special effect on bank service management, and consequently on customer loyalty.