Identification Effect Factors on Corporate Banking Effectiveness with the Role of Customer Relationship Management as mediation Role “Mixed Method”

Subject Areas : Jounal of Marketing Management

Mohammad ail abdolvand ^{1 *} , mehdi baniasadi ²

1 - Assistant Professor, Department of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Ph.D. student in Business Administration, Science and Research Unit, Islamic Azad University, Tehran, Iran

Received: 2018-11-14 Accepted : 2019-01-19 Published : 2017-08-23

Keywords: and Phenomenology, Customer Relationship Management, Corporate Banking, Grounded Theory, Mixed Method,

Abstract :

Purpose: The purpose of this Paper is representing the model of customer relationship management in corporate banking by using a mixed method. Design/ Methodology Approach: This Research   consist of two studies .In study 1, researchers carried out the recognition of dimensions and factors of customer relationship management and corporate banking by using phenomenological approaches, they also used the Grounded Theory approach in order to investigate relationships between these two main issues during the first study. In study 2, after determining the model, they carried out testing models. Required data In study 1, were provided by using the protocol based on interviewing with seven senior bank managers while applying a quantitative approach, and in study 2, questionnaire I team, deigned & distributed among 330 corporate banking customers of a 3private bank, after investigating the content and construct validity, The MAX QDA 12 software was applied in the first study in order to analyze interviews, and AMOS software was utilized in the second study. Finding: The researcher identifies 278 open codes in the first study, then classifies them into 6 clusters and finally, identifies relationships between the two main issues of customer relationship management and corporate banking by using the selective coding. Results showed that impacts of variable such as, technology, key account manager, and service quality on customer relationship management are considered to be 0.280, 0.488, and 0.418, respectively. Impacts of key account manager and customer relationship management on corporate banking were also determined to be 0.214, and 0.343.  Research Limitation / Implications: The Identification of Corporate Banking will help bank managers to implement an Effective CRM that enhance corporate banking customer Relationship by Key Account to provides more opportunities for bank to cross –sell other related product to key accounts. Originality/Value: This Paper Addresses Significant Gap &provide a conceptual framework in Corporate Banking Context, and examining how possession of CRM Influences’ on Corporate banking. Purpose: The purpose of this Identification Effect Factors on Paper is corporate banking by using a mixed method. Design/ Methodology Approach :This Research two studies .In study 1, researchers carried out the recognition of dimensions and factors of corporate banking by using Grounded Theory approach in order to investigate relationships between these two main issues during the first study. In study 2, after determining the model, they carried out testing models. Required data In study 1, were provided by using the protocol based on interviewing with seven senior bank managers while applying a quantitative approach, and in study 2, questionnaire I team, deigned & distributed among 330 corporate banking customers of a 3private bank, after investigating the content and construct validity, The Maxqda 12 software was applied in the first study in order to analyze interviews, and AMOS software was utilized in the second study. Finding: The researcher identifies 278 open codes in the first study, then classifies them into 6 clusters and finally, identifies relationships between the two main issues of customer relationship management and corporate banking by using the selective coding. Results showed that impacts of variable such as , technology, key account manager, and service quality on customer relationship management are considered to be 0.280, 0.488, and 0.418, respectively. Impacts of key account manager and customer relationship management on corporate banking were also determined to be 0.214, and 0.343. Research / Implications-The Identification of Corporate Banking will help bank managers to implement an Effective CRM that enhance corporate banking customer Relationship by Key Account to provides more opportunities for bank to cross –sell other related product to key accounts. Originality/Value- This Paper Addresses Significant Gap &provide a conceptual frame work in Corporate Banking Context, and examining how possession of CRM Influences’ on Corporate banking.

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