Effective factors customer relationship management through mobile using relationship marketing approach (Case Study: Bank Saderat in Isfahan)

Hadis Ebrahimi¹ Tania Sadat Ladoni² Zahra Askari³

1) Business management, Islamic Azad University, Branch of Mobarakeh,Iran
2) Business management, Islamic Azad University, Branch of Mobarakeh,Iran
3) PhD student of business administration (marketing trends), International Islamic Azad University Gheshm

IOI Code : XYCG-AEABD
Publication : international conference of Management Elites(icme.ir)
Abstract :
    The purpose of this study is Effective factors customer relationship management through mobile using relationship marketing approach in the form of a model to increase the organization performance. This study can be considered as an applied research from purpose point of view and descriptive-survey with regards to the nature and method. The sample size of this study is consisted of 220 Presidents and Vice-export Bank Saderat in Isfahan. question questionnaire was applied in order to test the study s hypotheses. In addition, in order to test the construct validity this study used confirmatory factor analysis (CFA) and to analyze findings carried out a structural equation modeling (SEM) method using AMOS software. Study findings show that. The results showed that the fourth hypothesis (proper management of customer data on via mobile Customer Relationship Management) by a factor of 0/78 is most important path and the second hypothesis (Innovation on customer relationship management through Mobile) by a factor of route 0/45 is the least important

Keywords : technical ability innovation support staff and proper management of customer information customer relationship management through mobile