Effect of some important factors on management of customer relationship with an emphasis on comprehensive banking

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1 Effect of some important factors on management of customer relationship with an emphasis on comprehensive banking Department of management, Science and research branch, Islamic Azad University, Shahroud, Iran. ABSTRACT Undoubtedly, the most important asset of most organizations is their customers, for direct communication with customers and profitability of the organization, are valuable resources, In addition, all customers have a same role in determining profitability. Therefore, in the present competitive economy, Satisfaction reliance of customer relationship management and maintaining in their relationship becomes necessary and maintaining in their relationship becomes necessary. For this purpose, the 4 key components of quality of services, personnel, culture, design and marketing. T-test from SPSS software was used for power test. Data analysis showed that 4 of the hypotheses about the effect of 4 key components used in this comprehensive study on CRM in banking, approved. Keywords: CRM, Marketing, Bank, Profitability INTRODUCTION In recent years through the traditional economy and the strongest competition, customer has become a central pillar and the development of communications and new technologies has caused a lot of customers and as a result, customers are faced with a multitude of options. Thus, the success of any organization, organizing services based on customer requirements, customer rating and implementing customer-centric processes instead is a product-centric. While the focus for some time to attract new customers was the most important political, strategic and business policy is to maintain and improve customer loyalty and increase confidence in the organization focused. The scientists attribute management and marketing customer retention and appropriate ways to communicate with them as (( Customer Relationship Management )) are prescribed. In fact, the CRM processes and technologies that apply to the organization to identify, encourage, develop, maintain and provide customer service applies. The banks and financial institutions as well as related services that are close to customers Due to increased competition in the banking industry and the presence of new competitors in the industry on the one hand and on the other hand swirl complex economic factors and the needs of customers and specific role in the profitability of key customers. In this regard, the need to define ( different process ) of the normal process ( traditional banking ) to meet the needs of the customer by the Bank on the one hand and the other hand to reduce the risk of failure of the investment in customer relationship management has caused the the factors affecting the banking CRM and comprehensive strategy is the focus of banks. The hypothesis of this study In this paper, the research hypotheses are: Hypothesis 1: The components of CRM in banking service quality in a comprehensive impact. Hypothesis 2 : components of CRM in banking staff of impact. Hypothesis 3 : component of the comprehensive impact of CRM in banking.hypothesis 4 : marketing component of CRM in banking influence. The research model: With regard to the factors affecting customer relationship management and comprehensive

2 GMP Review, 215; V18(6) banking and to achieve CRM benefits and its successful implementation with an emphasis on banking and comprehensive research study conducted by scientists and experts in the field that have been made clearer. Some of the key success factors was extracted with an emphasis quality of service Marketin g CRM Staff Culture on comprehensive banking conceptual model on which it was drawn. Figure 1. The conceptual model Research method In this study, because it questions the value of a distance scale (Likert scale questions with five options) and high population size (MB) is the following formula is used to calculate the sample size: In this relationship Z standard normal probability (based on the standard normal probability table is extracted) α level of error, δ and ε standard deviation desired accuracy is achieved. According to this formula, if the 95% confidence level and accuracy of.13 to be considered in this study, the sample size is calculated as follows: In this study, a random sample is classified. A sample of 1 people. The show organizational categories. Result and Discussion Hypothesis 1: The components of CRM in banking service quality in a comprehensive impact. : P> H : P< H1 Table 1. binomial test to evaluate the effects of quality of service

3 GMP Review, 215; V18(6) According to Table 1, all items related to the quality of services has sig <.5, respectively, all of the items are less than, The effect of this item is high, and finally the cream is y 1 represents Hypothesis 2: The components of CRM in banking staff of influence : the effects of the quality of services according to the ratio of the observed zero, it can be concluded component of CRM in banking service quality in a comprehensive impact. : P> H : P< H1 Table 2. binomial test to evaluate the effects of staff According to Table 2 for all items related to the personnel component has a sig <.5, respectively, all items of less than, so the effect of the above Hypothesis 3: The components of CRM in banking culture of influence : 239 items. In the end, y 2 CRM shows the effects of staff that according to sig <.5 and the ratio of the observed.1 it can be concluded component of CRM in banking staff of influence.

4 GMP Review, 215; V18(6) : P> H : P< H1 Table 3. binomial test to evaluate the effects of culture According to Table 3, all items related to the cultural component sig <.5, respectively, when referring to the column were observed prop all items of less than, so its effect is above items, and finally y 3 reflects the influence of culture on Hypothesis 4: The marketing component of CRM in banking influence. : P> H : P< H1 CRM component is that the sig <.5 and the ratio of the observed cultural component of CRM in banking.2, we can conclude a comprehensive impact. Table 4. binomial test to evaluate the effects of marketing According to Table 4, all items related to the marketing component has a sig <.5, respectively, all of the items are less than, so its effect is high and items y 4 indicates that the effects of marketing on CRM, according to sig <.5 and a ratio of.1 is observed on the marketing component of CRM in banking conclude a comprehensive impact. Conclusion First hypothesis: the components of CRM in banking service quality in a comprehensive impact. According to the hypothesis of the influence of service quality components to CRM confirmed. According to the results of the nine components of the fourth component is achieved. These components were measured with five items, which items efficacy update equipment, enhance physical attractiveness and early layout of bank services to its customers a variety of services and higher interest payments on deposits further evaluated them. According to the scoring early, and the variety of products and services people provide the highest impact on component quality services. 24

5 GMP Review, 215; V18(6) The second hypothesis: the components of CRM in banking staff of influence. According to the results of testing the effects of CRM staff confirmed. According to the results of these components with components of the nine components to achieve fifth place. This component was tested with six items, which items to improve the efficiency of the effect of job satisfaction, the willingness to share knowledge between employees, development of employees, rewarding employees based on performance, customer orientation, and The support of senior managers and staff resistance to the establishment of a comprehensive banking are evaluated. Third hypothesis: the components of CRM in banking culture of influence. This component variability with both items promoting culture and culture in support of bank employees were evaluated and scored according to the people, culture variability in the bank, the highest impact on the cultural component. The fourth hypothesis: the marketing component of CRM is a comprehensive banking influence. The fourth hypothesis: the marketing component of CRM is a comprehensive banking influence. According to the results obtained from testing the effects of the CRM market is confirmed by the results of this component of the nine components, is in sixth place. This component with three items confidence and satisfaction of customers and sales meetings and attending the shows are evaluated and scored according to individual customers' satisfaction, the best operating and maintaining the customer relationship, the highest impact on component marketing. References Delaware, A., 1382, research methods in psychology and education. Tehran: Noor University. Hafez Nia, M., 1382, Introduction to research in the humanities, Tehran: the side. Sarookhani, B, 1382, research methods in the social sciences, Tehran, Institute for Humanities and Cultural Studies. Soil, G., 1378, method ( based on the dissertation ), Tehran : Cultural Publications wisdom. Science - research Pars manager (1393 ( Klein, J. P. & Moeschberger, M. L. L Survival Analysis. Techniques for Censored and Truncated Data. New York: Springer. 241