Review the Relationship between Electronic Customer Management on Customer Oriented (Case Study: Shahr Bank Branches in First Region in Tehran)

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1 Review the Relationship between Electronic Customer Management on Customer Oriented (Case Study: Shahr Bank Branches in First Region in Tehran) Hojjat Soheyli Rad* *University Saba College of Higher Education ABSTRACT Since the success of customer relationship management through a single electronic regularly can be achieved based on programming environment. Hence, the aim of this paper is to assess the impact of electronic customer relationship management, customer orientation in various branches of Shahr banks in Tehran. The study sample included all branches of the region is one of Tehran 250 number of customers selected randomly and analyzed by using a survey and a questionnaire. Results using SPSS software and were analyzed by correlation test...the results showed a significant positive correlation between and customer service there. Also, the and customer service parameters including the quality of services provided, Cost of services provided access to services and understands customer sentiment with respect to the surface, there was a significant positive correlation of Pearson. Keywords: Electronic, Customer, Management, Oriented STATEMENT OF PROBLEM Looking to trade in today's world, we are a customer of any organization is the key to its survival according to this role not only clear understanding of their needs, but anticipate, identify and guide the hidden needs of customers, design.( Shorje 2010) Today, with the increasing competition in the world as well as changing customer expectations greatly accelerated this change will The production and distribution of faster, more customer-oriented and tangible level of service was better And the need to provide services to the customers. The companies cannot compete to stay in the traditional approach to customer relationship should change its attitude towards customer relationship. Since changes and developments in the field of information technology companies and companies that have Keeping up with these changes and their Thus the only hope for the survival and development companies will That they comply with the latest technology and innovations with its customers in order to maintain competitiveness and attract new customers (Jarahi, ardekani and Zare'ian 2009).As information technology, customer relationship management systems are also affected And offering a fully automated methods based on information technology in the area, This led to the introduction of electronic customer relationship management, customer relationship management is in discussion (Jarahi, ardekani and Zare'ian 2009).On the other hand in the banking industry as one of the cornerstones of effective The economy plays a decisive role in economic activity The large gap between the banking industry and banking of the world represents a significant gap Iranian banks with international standards. Despite these circumstances, the need to revise the banking system and customer relations as the main source of income and success is essential. The customer must take into account the existence so not only detect but also determine their needs and steer clear of unknown needs of the customer and programs for customer service to meet the needs of basic Any activity is the famous slogan of the customer is always right if done correctly Can succeed in the banking system in the latest marketing techniques, customer service and customer satisfaction leads to success When we recognize our customers' needs faster than other competitors and approaches to identify and attract customers than competitors, the organization will be successful Nowadays banks are seen as an important element in financial services Due to the growing needs of banks and increase the number of competitors in the private sector And in the public sector, thus limiting the number of new customers and the loss of old customers and thus low investment and credibility; Banks are thought to remain in the competition and retain current customers and attract new customers Services and facilities suitable to different customers

2 with different tastes and different needs of the bank is the most important ways to gain competitive advantage. Useful and effective communication with customer service communication Favorite update fixes vulnerabilities and service... all factors are essential in the bank to makes electronic customer relationship management (Fathi, Shfeeia and Shahrestani 2011).Since the success of customer relationship management through a single electronic regularly based programming environment can be achieved. Hence, the aim of this paper is to assess the impact of electronic customer relationship management customer in one of Tehran's regional branches. Theoretical principals Electronic relationship management with customer The customer management is a key issue in marketing science is important, but it is comprehensive in nature, is not accepted by the theorists. According to Zablah et al (2004), the view from different directions, as a process, strategy, philosophy, ability or technological tools have been proposed. From another perspective, Colon (2002), customer relationship management as "a long-term business strategy to gain competitive advantage by optimizing the quality and delivery time to the customer and simultaneous extraction of commercial value" expressed In other words, a strategy win, and corporate customers what they want from each other by a stronger bond together, to obtain. Also, from the perspective of concept evaluation, in recent years, customer relationship management through the changes resulting from the transfer and adoption of new technologies, a lot has changed. Similarly, Chen and Popovic (2003), customer relationship management as an integrated approach combining three components: people, process and technology (IT) described. In simple terms, the main objective of the management of customer electronics can better understand the values and behavior of the customers for their loyalty and therefore increase the company's profitability. In other words, companies must instead rely on the traditional model of "trying to sell" to "rebuild the relationship between companies and customers," rely on. So, as Wiener (2001) states clearly specify that the Web is an extraordinary force to build better relationships with customers (as compared to the offline world) provides. All of this points to a new and improved type of customer relationship management, customer correlating with the management of electronics. However, the Internet is a promising area for implementation provides customer relationship management, customer relationship management, e but success only through an orderly and proper planning environment is achievable. Creating electronic customer relationship between management Communication Company and customers lead to enhancing customer relationships through new technology, improving it. Electronic customer relationship management software, profiles and history of each contact with the customer, are. Electronic customer relationship management is combination of hardware, software, applications and management obligations. Electronic customer relationship management, marketing strategy, sales and e-service integration to identify, acquire and maintain customers who will act as the company's greatest assets. Electronic customer relationship management, resulting in a fundamental change in beliefs and paradigms business and the shift in the relationship between mass organizations And different groups of customers with single and virtual relationships with them through ICT is In other words, the business strategy is to increase the volume of trade exchange company forward. In fact, it can be said that the resulting electronic customer relationship management application, web technology and the Internet to facilitate the implementation and performance crm systems (the Sarafrazi and Me'marzadeh, 2009). Customer-oriented Today's customer management science literature with titles such partner, director, capital and interest will be remembered The final results of all activities of the organization and the customer is shown in figure And to him who knocks benchmark quality products and service agencies and organizations are forced to compete with each other (Moghimi and others, 2003).On the other hand, the dissemination of information relating to customers in the customeroriented organization, Develop strategies and tactics to meet the practical needs of the market from all parts of the organization and to achieve a common commitment to the program is adopted (Shapiro, 1988)In other words, a customer-oriented organizational culture that the most efficient and effective form of treatment for the creation of superior value for buyers to make (Neror and Slater, 1990).Customer satisfaction is the set of beliefs that customer benefits Organization of the other stakeholders such as owners, managers and employees to create a company that puts the top (Deshpand and Farley, 1993).Despite strong competition that prevails in today's economy, Providing service to customers and improve the quality, perceived value is not another; It is an undeniable necessity (Blanchard et al. 2007).Customer focus on discovering and meeting the needs of customers while keeping their best interests in mind, the focus. Vendors who sell have been focused on achieving short-term results, such as the sale of long-term outcomes are known as primary 127

3 loyalty. Kelly (1992) states management can have a positive (with special gifts to retailers, Participation in decision making, etc.) or negative effect on customer satisfaction and job performance in different areas. Review of Literature Bagheri, Haddadi and Sazvari (2012) in an article entitled, customer relationship management in virtual environments have suggested that the effective use of information technology has led in recent decades, electronic customer relationship management significantly over the world to come And the use of computer networks, multimedia contact center, computer and make a huge impact on customer relationship management and investment as a result of many companies in this area. One of the fundamental aspects of the debate is use of IT-based approaches to improve the quality of customer focus. With the development of the Internet has made the world a small village This article will consider evidence on the role of Internet technology in the management of electronic customer relationship management at the global level. Ardekani, Zare'ian and surgery in an article entitled The role of information technology in the customer relationship management have made in the electronic environment The emergence of new technologies such as "IT" widespread and profound effects on various aspects of the set. One of these aspects is the issue of "customer relationship management. The depth of the effect is such that "IT" is one of the main dimensions of CRM. Application of Information Technology in CRM led to a new concept of "customer relationship management in electronic form" in the form of organizations. In the next step, various applications of information technology in relation to CRM consideration Overall, the opportunities provided by IT have been introduced to develop CRM. Next, a simple method of implementation, challenges and threats and errors incurred in implementing ECRM is discussed. Sivarax and others (2011) in an article entitled impact on the quality of customer relationship management, customer relations And earnings to assess and measure the results of the implementation of electronic customer relationship management in the banking industry from the perspective of the customer pays Thailand. Since most electronic customer relationship management implementation from the perspective of customers cannot be directly seen and recognized the literature review and interviews with experts in the Thai banking industry to create a new structure called the customer-based service to measure the results of e-crm customer perspective was used. In large-scale customers, Bank of Thailand 648 people were examined. A model of the features and quality of Table 1: Pearson's correlation test. the relationship and the results are merged the credibility and reliability. Analysis of the results using the sem (structural equation model) suggests that e- crm implementation of features based on customer service Mittal and Kumar (2001) in a study entitled electronic customer relationship management concluded that customers are not ready to accept new technology Resulting in lower levels of satisfaction than electronic banking. Speed Internet and government support of electronic banking in Pakistan is low. Due to lack of confidence in new technologies and low levels of computer literacy customers are hesitant to adopt new technologies. The Internet-based rate per Kb / s high Srinivas anumaia (2007) in an article entitled benefits of electronic customer relationship management for banks and customers say in a world of e-business is done fast thinking. The real challenge is to predict future demands of a new age and answer lasting solutions. E-crm strategy to all market segments such as retail customers Hindi sector companies and agricultural businesses to cover their banking needs. Banks should accept e-crm or customer centered.it is believed that the products should be enough for clients to create and innovate. Banks must be a reliable guide to ensure customers make transactions on the Web in mind. Moreover, it seems that e-crm alone on the Internet is a wrong strategy for banks in India. Jose Foltoza of Spain won the first e-crm says: Internet is at best zero sum game for the banks. For a final product, customer interactions and transactions can not only rely on electronic banking. Such historical memory indicates that no channel can completely be replaced with other channels and the Internet, e-crm only one channel that helps. Click & brick model seems to be the final model is successful in India. Banks in India are e-erm learning curve in trying to respond to the needs of lies. Methodology The study was a descriptive, cross-sectional view of the purpose of the application is As done in 1393.The population of this study, is a city bank customers That the various branches of banks in the banking services they receive in Tehran A sample of 250 of these customers will be selected randomly. Likert scale is a measurement tool that was designed in the form. The reliability using Cronbach's alpha of 0.7 was obtained for all variables. And to ensure the validity, the initial questionnaire survey was distributed among a group of experts. In order to analyze the data collected and the relationship between variables, analyzed by SPSS software and Pearson correlation. Analysis of the data The and customer relationship is significant. 128

4 Customer oriented Customer oriented Pearson correlation ** Pearson correlation.826 ** 1 To examine the relationship between and customer Pearson test was used. Since the significance level of the test is equal to 0 and less than 1%As a result; the relationship between these two variables there is a significant probability of 99%. Since the. Table 2: Pearson's correlation test. quality of provided services To examine the relationship between and quality of service provided by the Pearson test was used. Since the significance level of the test is equal to 0 and less than 1% as a result of the relationship between these two variables there is a significant Table (3): Pearson's correlation test. Cost of provided services correlation value equal to (0.826), indicating a direct and positive relationship between the two variables - CRM and quality of service provided there is a significant relationship Pearson correlation 1.846** Pearson correlation.846** 1 quality of provided services probability of 99%. Since the correlation value equal to (0.846), indicating a direct and positive relationship between the two variables. and relationship between the cost of the services provided are significant. Pearson correlation ** Pearson correlation.718 ** 1 Cost of provided services To examine the relationship between and the cost of services provided by the Pearson test was used. Since the significance level of the test is equal to 0 and less than 1%As a result, the relationship between these two variables there is a significant probability of Table 4: Pearson correlation test 99%. Since the correlation value equal to (0.718), indicating a direct positive relationship between these two variables. and the relationship between accesses to services provided significant. Accessible to service Accessible to service Pearson correlation 1.794** Pearson correlation.794** 1 129

5 To examine the relationship between and access to services provided by the Pearson test was used. Since the significance level of the test is equal to 0 and less than 1%As a result, the relationship Table (5): Pearson's correlation test. Understand sentiment customer between these two variables there is a significant probability of 99%. Since the correlation value equal to (0.794), indicating a direct and positive relationship between the two variables-crm Customer relationship between emotions and realize significant. Understand sentiment Pearson correlation ** Pearson correlation.675 ** 1 customer To examine the relationship between and understand customer sentiment Pearson test was used. Since the significance level of the test is equal to 0 and less than 1% as a result of the relationship between these two variables there is a significant probability of 99%. Since the correlation value equal to (0.675), indicating a direct and positive relationship between the two variables. Conclusion Since banks have the largest share of the financing of the monopoly in this field is expected to play to improve customer service, innovative technologies to operate banking and electronic customer relationship management system improves as much as possible. Despite the measures taken, it seems that banks have had good success in this area. Dissatisfaction of customers of banking system and failure of adopting banking system to the requirements of the global financial markets, Evaluation of the banking system, especially in the field of e-banking indispensable. Since the success of customer relationship management through a single electronic regularly based programming environment can be achieved. Hence, the aim of this paper is to assess the impact of electronic customer relationship management, customer orientation in various branches of banks in the city of Tehran. The overall result was a positive correlation between and customer service there. Also, the and customer service parameters including the quality of services provided, Cost of services provided access to services and understands customer sentiment with respect to the surface, there was a significant positive correlation of Pearson. References 1. Jarahi, MH, S. ardekani, M. Zare'ian examining the role of information technology in the electronic customer relationship management, Journal of Technology Management, Volume 6, Number 21, Me'marzadeh, G., proud, Mehrzad (2009) e- banking and its interaction with the e-newsletter, information technology age, the fifth year, No. 50, pp Fathian, M, MA Shfya, Mary provinces, the impact of the implementation of electronic banking customer satisfaction in banks National Bank Case Study, Executive Management Conference, Bagheri, Mohammad, Sh Haddadi and Mary adaptability, customer relationship management in a virtual environment, the Conference "Marketing management and market new and innovative approaches", PNU Caspian (Unit: Vice City) Persian date Ordibehesht Moghimi SM, Haghighi M, Kymasy M. Service Loyalty: the Effects of Service Quality and Customer Satisfaction as Mediators. Journal of Knowledge Management. 2003: 16(60-61): Shapiro BP. What the Hell is Market Oriented? Harvard: Harvard Business Review, Reprint Service : Nerver S, Slater S. The Effect of a Market Orientation on Business Profitability. Journal of Marketing 1990: Blanchard K, Ballard J. Finch F. Fascinated by the Client. Trans Goodarzi AM, Tofighi A. second ed. Tehran: Rasa Press: Deshpande R, Farley JU, Webster FE. Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis. Journal of Marketing 1993: 57(1): Zablah, A.R. Bellenger, D.N. Bellenger, D.N. & Johnston, Q.J.(2004). An evaluation of divegent perspectives on customer relationaship management: Towards a common understanding of an emerging phenomenn, Industrial Marketing Management, 33,

6 11. Russell S.Winer(2001), Customer Relationship Management: A Frame work, Research Directions, and the Future Haas School of business University of California at Berkeley, April. 12. Chen, Injazz J. and Karen Popovich (2003), "Understanding Customer Relationship Management (CRM) People, Process and Technology", Business Process Management Journal, 9, (5), Sivaraks-phavaphan-krairit-donyaprueth-tangjohn c.s. {Effects of E-crm on customer bank relationship quality and outcomes :the case of Thailand}, Jornal of hight tech management research dec2011 vol22 iss r.k.mittal-rajeev kumar. {E-crm in indian banks}. dehli business review vol.2 no.1. January-juane Srinivas anumaia. {benefit of E-crm for banks and their customers}, Case studies of two Swedish banks, Lulea university of technology

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