M. Goudarzi; S. Mossallami Aghili; Z. Mokhtary Tajeek
Abstract
Today with more competiveness of industries, markets, and working atmosphere in productive and service organizations, what is very important for maintaining clients present, for attracting new clients and as a result increasing growth of success in organizations is having a suitable relation with clients. ...
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Today with more competiveness of industries, markets, and working atmosphere in productive and service organizations, what is very important for maintaining clients present, for attracting new clients and as a result increasing growth of success in organizations is having a suitable relation with clients. Banks are among organizations which are not an exception. Nowadays, due to increasing rate of banks` privatization, it can be argued that significance of attracting clients for banks is more than every time. This study tried to investigate the effect of CRM on marketing performance in banking industry. The research method was applied and survey and descriptive. The sample were 5 branches from Mellat Banks across Khoram-abad County and their clients. There are 45 personnel in this branch and according to Morgan Table, the sample size was 40 people. Clients 1 example was considered to gather information. One questionnaire was designed for bank organization and another one was prepared for banks` clients whose reliability and validity were approved. The results of the study indicates that CRM is ineffective on marketing performance.
Mandana Hashemi; Mir Mehrdad Peydaei; Abbas Khodadadi
Volume 7, Issue 3 , July 2018, , Pages 267-277
Abstract
The objective of the current study is the statement of the impact of organizational factors of customer relationship management (education-employee involvement-satisfaction) on CRM adoption in tax affairs organization. This research tries to evaluate the factors detected by the organization and offer ...
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The objective of the current study is the statement of the impact of organizational factors of customer relationship management (education-employee involvement-satisfaction) on CRM adoption in tax affairs organization. This research tries to evaluate the factors detected by the organization and offer the relationship between them under a conceptual model of CRM adoption and also using a technology acceptance model. This research is actually a correlating-study, but can be also considered as an applied research. It is cross-sectional in terms of time, is confined to Tehran in terms of place and is quantitative according to the type of data. The research instrument was a questionnaire whose degree of validity was determined by experts. Cronbach alpha is used for determining its reliability. The statistical population of this study consists of tax agents (employees) of the general office of large tax payers in Tehran. The statistical sample is chosen by a simple random sampling which according to cochran’s formula 140 persons were determined. Data analysis in the process of model formulation was done by the method of confirmatory factor analysis and structural equation, using LISREL software to assess its validity. According to the organizational factors of CRM (education-employee involvement-satisfaction), easy application and usefulness of customer relationship management has a positive and significant impact on CRM adoption which will lead to a better performance in the organization whenever the system is used. Research findings have shown that the adoption of CRM is confirmed in the study population and for this reason it has the potential to be used in the intended population; it was also revealed that in regard with the prioritization of variables, the easy application of customer relationship management will lead to its adoption by tax agents and expedite the performance of the organization.
