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