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

Subject Areas : Jounal of Marketing Management

N. Rezaei-Malek ¹ (دانش آموخته کارشناسی ارشد مدیریت فناوری اطلاعات، دانشگاه آزاد اسلامی، واحد الکترونیکی، تهران، ایران)
M. Rezaei-Malek ² (دانش آموخته کارشناسی ارشد مهندسی صنایع، دانشکده مهندسی صنایع، پردیس دانشکده های فنی، دانشگاه تهران، ایران)
R. Tavakkoli-Moghaddam ³ (عضو هیئت علمی دانشکده مهندسی صنایع ، پردیس دانشکده های فنی، دانشگاه تهران، ایران)

Received: 2014-12-19 Accepted : 2014-12-19 Published : 2014-12-22

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

Abstract :

With the development of the banking industry, many banks in our country are looking to provide differentiated services to clients to increase their market share. For example, the use of mobile technologies, to provide 24 hours banking services and provides a competitive advantage arises. In addition, the use of customer knowledge management by identifying the basic needs of the customer, improve management and banking services are targeted. On the other hand improving the management of banking services to increase customer satisfaction and loyalty as a result. Hence, this paper investigates the effect of customer knowledge management and mobile banking on improved management of banking services and ultimately increases customer loyalty deals. To achieve this goal, the most effective indicators of customer knowledge management and mobile banking services that increase customer loyalty by interviews with experts and review of the literature were identified. Then, as a community bank with 180 experts was selected. Using simple random sampling (Cochran's formula) was estimated sample size equals 122 experts. The questionnaire was used to collect data, assess the degree of reliability using Cronbach's alpha equal to 0.814 was obtained. In order to evaluate the validity, the reliability factor was used. Bartlett coefficient equal to 0.886 was obtained due to the larger amount of 0.7; the factorial validity of the questionnaire was confirmed. Finally for data analysis, regression methods were used. The results indicate a positive impact of customer knowledge management and mobile banking 50% and fifty percent impact on improving the management of banking services as well as the effect of 64% improvement in banking management to increase customer loyalty. Customer knowledge management and mobile banking as much as 60% and 55% positive impact on customer loyalty rates were reported. According to test results and significant hypothesizes Knowledge Management and Customer Loyalty, Mobile banking is recommended to increase customer loyalty and presented service expected by customers, such as identifying the critical needs of customers and the value they identify key clients and the trust they have placed particular importance for long-term investments. Also, 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.