To read this content please select one of the options below:

The relationship between customer satisfaction and customer relationship management system; a case study of Ghavamin Bank

Alireza Rezghi Rostami (Assistant Professor, based at Department of Public Administration, Islamic Azad University-South Tehran Branch, Tehran, Iran)
Changiz Valmohammadi (Assistant Professor, based at Department of Industrial Management, Islamic Azad University-South Tehran Branch, Tehran, Iran)
Jahan Yousefpoor (Islamic Azad University – Saveh Science and Research Branch, Tehran, Iran)

Industrial and Commercial Training

ISSN: 0019-7858

Article publication date: 27 May 2014

4765

Abstract

Purpose

The purpose of this paper is to study the relationship between customer relationship management (CRM) system and customer satisfaction in branches of Ghavamin Bank in the capital city of Iran, Tehran.

Design/methodology/approach

Based on the review of literature a questionnaire was designed. After the verification of its validity and reliability, the data were collected from statistical population, the customers of selected branches at Tehran city. The data were analyzed using inferential statistics and the SPSS software, and frequency distribution, distribution indexes, Pearson's correlation, and regression methods were also used.

Findings

The results revealed that the four factors of CRM system, i.e. service quality, service characteristics, level of service access, and handling complaints have a positive effect on customer satisfaction in the surveyed branches of Ghavamin Bank.

Research limitations/implications

The sample is restricted to only one city, so in generalizability of the obtained results caution should be taken.

Originality/value

Given the ever growing importance of banking industry in Iran as a developing country, the results of this study could help policy makers of the surveyed bank to realize the importance of CRM's criteria and characteristics in increasing customer satisfaction.

Keywords

Citation

Rezghi Rostami, A., Valmohammadi, C. and Yousefpoor, J. (2014), "The relationship between customer satisfaction and customer relationship management system; a case study of Ghavamin Bank", Industrial and Commercial Training, Vol. 46 No. 4, pp. 220-227. https://doi.org/10.1108/ICT-10-2013-0067

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

Related articles