Testing a comprehensive model for performance of customer relationship management in social media among the Iranian selected banks

This study aims to identify factors influencing performance of customer relationship management (CRM) in social media. To do this, first, we review literature and theoretical basics, and then we test a comprehensive set of variables influencing performance of CRM in social media among the Iranian selected banks. Management experts from three universities, i.e., Al-Zahra University, Tarbiat Modares University, and University of Tehran assessed and revised the research model and its measurement indexes. We collected data on the indexes through questionnaires filled by 122 experts of information and communication technology, and marketing from six selected banks in Iran. We analyzed data by structural equations using SPSS and PLS programming packages. The findings indicate significant relationships among customer and organizational performance, and CRM within social media. Despite the depending of bank funding to CRM systems, it seems that banks have failed to attain significant achievements in various functional aspects.