The Effects of Implementing Crm on Customer Satisfaction
نویسنده
چکیده
Customer Relationship Management (CRM) is a business strategy to manage the interactions with customers in order to optimize value and satisfycustomers for a long time. In today’s business world, most of the organizations have been saturated with the loads of the information about customers. Information sources flow from everywhere inside and/or outside the organization; however, the majority of organizations, including a large number of the Iranian organizations, do not use such information for the analytical purposes. we will discuss the implementation of these systems and its effect on the customer satisfaction of Bank Melli branches in Sistan and Baluchistan province — Zahedan. A sample size of 346 people was selected using the Morgan Table. They were selected randomly from Melli Banks of Zahedan located in Sistan and Baluchistan province. The researcherdesigned questionnaire, which measures the effect of the Customer Relationship Management (CRM) system on the satisfaction of the bank customers, was used to collect the data of the present research. The collected data was analyzed using binomial and Friedman rank tests. The obtained results showed that with respect to some structural and fundamental problems of the province under study, the success of the customer satisfaction factors for establishing the Customer Relationship Management (CRM) was at the confidence level of positive95%.
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