Customer Relationship Management (CRM) Framework in Private-Commercial Banks Using Cognitive Map Approach
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.