Does customer relationship management matter in the banking system? the case of Iran

Omid Dehghan Nejad ()

MPRA Paper from University Library of Munich, Germany

Abstract: In the last few years, the Iranian banking system has consistently ignored customer-orienting and its fundamentals and has not been able to use recent modern marketing very well, because of various economic and social problems, the governmental banking system and especially the excess of the demand rate over supply. People do not have any incentive to use Iranian banking system, because banking system do not pay attention to their priority values and needs and just present similar services in all branches of country’s banks. Therefore, the customers refer to the banks inevitably to satisfy their elementary needs, in other words it should said that, in the current situation the people serve the banks, not the banks serve people. Regarding the environmental changes that are front of us, the banks should emphasize on its equipping, recognizing the customer’s need and expectations and regard to market situation. Because every bank can recognize and secure these needs before rivals will success in the competition field. This study attempted to analysis the role of customer communication management in Iranian banks and its weakness, strengths and goals. In addition, it’s executing effects and the basic role of customer as a basic and critical element for remaining the banking system. Finally, some suggestions present for reforming and improving the quality of services in the banking system.

Keywords: Customer Relationship Management; customer; satisfaction; services (search for similar items in EconPapers)
JEL-codes: G2 J5 J53 O32 (search for similar items in EconPapers)
Date: 2011-06-05
New Economics Papers: this item is included in nep-ara, nep-ban, nep-cwa and nep-mkt
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