Customer Relationship Management (CRM) Framework in Private-Commercial Banks Using Cognitive Map Approach
Message:
Abstract:
Being multifaceted process, implementing customer relationship management (CRM) project has a high risk and uncertainty that must be reduced using planning to get the desirable benefits. As a matter of fact, one of failure factors is having no method and framework to assess CRM success. CRM needs a comprehensive and process-oriented framework to assess tangible and intangible factors. In this paper, using a qualitative approach and cognitive map method, a comprehensive process-oriented CRM assessment model will be provided that considers tangible and intangible factors of customer relationship in private-commercial banks in Iran. Findings indicate customer relationship process affected by environmental factors including causal, context and intervening conditions and through strategies and actions led to some outcomes. To implement successfully, it needs a comprehensive approach and considering all affecting aspects. Finally, based on analysis of developed model, some suggestions will be offered for banking managers and future researchers.
Language:
Persian
Published:
Journal of Business Management, Volume:10 Issue: 3, 2012
Page:
73
magiran.com/p1012504  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 990,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!