Explanation the factors affecting Customer Satisfaction in relationship CRM

Yıl 2015, Cilt: 36 Sayı: 3, 746 - 753, 13.05.2015

Bahareh Moradı Alıabadı Ali Golmoradı Narges Parvızy

Öz

Abstract. In today's world of communication with the customer is the center of attention. In the center of this system is customer service and customer satisfaction Profitability for banks and financial institutions leads. The purpose of this study was therefore to introduce the system model of customer satisfaction, customer relationship can be established. The associated variables with customer satisfaction in the CRM are examined In this study.This study considers a conceptual model that is determinant of customer satisfaction. To test the hypotheses, a questionnaire of 34 questions designed that is valued 0to100 and distributedamong the population, including Pasargad bank, the total 310 patients of the main branches of clients who have had experience using the bank system.The method used in this research is descriptive-survey. The path analysis method was used to test the hypotheses, and the AMOS software is used for statistical analysis of data.The results of the study show the significant impact of variables on customer satisfaction, however, the Customer protest and Service quality has had the greatest impact on satisfaction among them.

Anahtar Kelimeler

Satisfaction, CRM, Proposal model

Kaynakça

• Adam Finn, Luming Wang &Tema Frank. (2009).Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services, Journal of Interactive Marketing 23,209 – 220.
• Adriana LIMBĂŞAN, Lucia RUSU. (2011).Implementing SaaS Solution for CRM, Informatica Economică vol. 15, no. 2.
• Alireza Fazlzadeh, Ehsan Ghaderi, Hamid Khodadadi, Heydar Bahram Nezhad. (2011). An Exploration of the Relationship between CRM Effectiveness and theCustomer Information Orientation of the Firm in Iran Markets,International Business Research Vol. 4, No. 2.
• Aydin and Ozar,(2005)" Nationalcustomer satisfaction index", MarketingIntelligence & Planning, pp 486-504.
• Bilal Afsar, Zia Ur Rehman, JaweriaAndleebQureshi and AsadShahjehan. (2010). Determinants of customer loyalty in the banking sector: The case of Pakistan,African Journal of Business Management Vol.4 (6), pp. 1040-1047.
• CheolhoYoon.(2010).Antecedents of customer satisfaction with online banking in China: The effects of experience, journal of Computers in Human Behavior 26, 1296–1304.
• FarnazBeheshtiZavareha, MohdShokiMdAriff, Ahmad Jusoha, NorhayatiZakuana, and AhamadZaidiBahariaMohsenAshouria.(2012).E-Service Quality Dimensions and Their Effects on E-Customer Satisfaction in Internet Banking Services,Procedia - Social and Behavioral Sciences 40,441 – 445.
• Fakhraddin Maroofi, Bahareh Moradi Aliabadi, Hooshmand Fakhri and Hadikolivand. (2012).Effective Factors on CRM Development,Asian Journal of Business Management 5(1): 52-59. [9] Kazi Omar Siddiqi. (2011).The Drivers of Customer Loyalty to Retail Banks: An Empirical Study in Bangladesh, journal of Industrial Engineering Letters Vol 1, No.1.
• Mehdi Fathollahzadeh, AsgarHashemi, Mohammad Safari Kahreh. (2011). Designing a New Model for Determining Customer Value Satisfaction and Loyalty towards Banking Sector of Iran, European Journal of Economics, Finance and Administrative Sciences.
• Marco Tereso and Jorge Bernardino.(2011).OPEN SOURCE CRM SYSTEMS FOR SMES, International Journal of Managing Information Technology (IJMIT) Vol.3, No.4.
• Sami Alsmadi.(2011).Empirical Investigation of the CRM Concept in the Jordanian Context: The Case of Banks and Financial Institutions,International Journal of Business and Management Vol. 6, No. 2.