The Effects of Components of e-CRM on Quality of Electronic Relationships With Customers (Case study: Mellat Bank)

Mahdi Rostami¹ yousef Daneshi² Saeid Rostami³

1) master of EMBA,Aeronautical sattari university assistant
2) Master of management
3) Mellat bank clerk

IOI Code : XYAC-ZCAEB
Publication : 3rd.International Conference on Modern Research’s in Management,Economics & Accounting(3meaconf.com)
Abstract :
    E-CRM is considered as a critical task in Customer-centric Marketing which consists of collecting and categorizing customer information in order to provide effective services. E-CRM systems can help the organizations to acquire new potential customers, retain the existing customers and increase their repurchasing, and maintain long-term relationships to enhance customer value. Managers of Iranian Saderat Bank are intended to implement e-CRM as a part of their business strategy. Therefore, this research is mainly focused on assessing the current capability of mellat bank to apply e-CRM system and those changes that are necessary to be conducted before implementing it, also to represent an e_CRM readiness Model in banking system. Based on the research characteristics, descriptive data analysis is used as a research methodology. In order to collect data, questionnaires were distributed amongst a number of employees of mellat bank in Tehran that are randomly selected. The collected data was analyzed statistically using SPSS software. Findings revealed that the organizational factors employees factor effect on quality of Ecrm, and operational system factors does not affect on quality of Ecrm. Finally acording received resultants , we give some necessary suggestion to the managers and employees.

Keywords : customer relationship management electronic customer relationship management iranian saderat bank e crm readiness model service quality