Modeling e-Customer Relationship Management, Case Study: Banking Systems

Subject Areas : Business Management

Kamran  Yeganegi ¹ (Assistant Professor,, Department of Industrial Engineering, Zanjan Branch, Islamic Azad University, Zanjan, Iran)
Maryam  Ebrahimi ² (Assistant Professor, Department of Management, Islamic Azad University, Electronic Branch, Tehran, Iran)

Received: 2022-01-16 Accepted : 2022-02-09 Published : 2022-02-20

Keywords: Banking Services, loyalty, Banking system, Electronic customer relationship management,

Abstract :

The purpose of this study was to model and simulate the effect of electronic customer relationship management (E-CRM) on bank customer loyalty using systems dynamics methodology (SDM). E-CRM is one of the first strategic initiatives in today's industry that is becoming the main paradigm of relationship marketing in the e-world. The research method was descriptive and analytical, and the research environment has been one of the semi-public banks. In this paper, after studying E-CRM and customer loyalty and identifying their indicators, the problem boundary was determined by the SDM; E-CRM includes e-banking, customer support, security, surplus services, and related disruptions. Moreover, after a semi-structured Delphi interview, the status quo data and the desired conditions were determined. In this approach, combinations of diagrams, graphs and equations, models, causal loop diagrams and dynamic models were constructed and how variables change over time were represented. Finally, validation and simulation were performed by Vensim software and the results were presented. Findings indicated that with the improvement of each of the factors of E-CRM, customer loyalty also increases.

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