Identifying and analysing components of customer relationship management influencing customer-oriented behaviour of employees: the case of Bank Mellat branches of Khouzestan Province

Seyed Fathollah Amiri Aghdaie and Bahman Sasani

International Journal of Productivity and Quality Management, 2017, vol. 22, issue 3, 363-377

Abstract: The aim of this study is to identify and analyse components of customer relationship management influencing customer-oriented behaviour of employees. This study has been conducted on two active elite communities in the banking system, i.e. managers and employees of Bank of Mellat in Khouzestan province of Iran. First, by using a local questionnaire and Delphi technique, ten experts selected by snowball method have been interviewed and the forming elements of the customer-oriented behaviours of employees and the components of customer relationship management have been determined. Then, a questionnaire has been developed including 36 questions and the data has been collected from a sample of 246 customers by which, the role of each component has been determined and the customer-oriented behaviours of employees have been analysed. Findings indicate that among the six components of identified customer relations, the quality of provided services, creating special approaching solutions for the customers and holding strong social networks with the customers had the strongest roles in customer satisfaction.

Keywords: customer-oriented behaviours; customer relationship management; CRM; service quality; customer learning needs and complaints; physical environment. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=87304 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijpqma:v:22:y:2017:i:3:p:363-377

Access Statistics for this article

More articles in International Journal of Productivity and Quality Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().