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

Authors: Seyed Fathollah Amiri Aghdaie; Bahman Sasani

Addresses: Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran

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.

DOI: 10.1504/IJPQM.2017.087304

International Journal of Productivity and Quality Management, 2017 Vol.22 No.3, pp.363 - 377

Received: 11 Apr 2016
Accepted: 02 Sep 2016
Published online: 12 Oct 2017 *

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