Identified factors of customer relationship management process and its impact on the quality of services at Mellat Bank branches in Shiraz

Iman azizi¹ mehdi yousefzade²

1) Young Researchers and Elite Club, Yasooj Branch, Islamic Azad University, Yasooj, Iran. ٍٍٍثثث
2) Young Researchers and Elite Club, Yasooj Branch, Islamic Azad University, Yasooj, Iran. ثثثث

IOI Code : XYCG-ADKKH
Publication : international conference of Management Elites(icme.ir)
Abstract :
    This study aims to identify factors make customer relationship management process and how it affects the quality of service and customer loyalty at Mellat Bank branches in Shiraz, Where contact of customer relationship management process includes four variables: the discovery and knowledge, analysis and refinement, market planning and customer engagement was assessed by questionnaire. Questionnaire were distributed among 400 samples from the population (All customers branches of Mellat Bank branches in Shiraz) were selected randomly. The research method was descriptive survey. To analyze the data were used using SPSS software correlation test, regression test and multiple regression analysis. The results showed a significant correlation between customer loyalty and customer relationship management and strong observed. Results suggest that customer relationship management and service quality are significant And also reflects the positive correlation between all the contact factors, including customer relationship management (detection and recognition, analysis and refinement and customer interaction) with the exception of scheduled customer relationship management market. The results showed that among the factors making process of customer relationship management, discovery and recognition by customers is most relevant to customer relationship management. Regression test results indicate that are the contact of the customer relationship management process, three dimensions (detection and recognition, market planning and customer interaction) has a significant positive effect on customer relationship management And can not be imported then refining the analysis and regression equation.

Keywords : customer relationship management discovery and recognition by customers customer loyalty quality of service