Designing an efficient model of customer relationship management on the economic performance and health of the financial system of Bank Saderat Iran

The purpose of this study is to provide an efficient model of customer relationship management on the economic performance and health of the financial system in Bank Saderat Iran. In the first stage, in order to design the model based on the data-driven methodology, a group of experts in the internal and external fields of Bank Saderat Iran were selected and interviewed in depth. In the second phase of the research to fit the pattern, all employees of marketing departments and all heads of branches of Bank Saderat Iran throughout the country were considered as the statistical population of the study. The size of this statistical population reached 3850 people. 500 people were selected to determine the required sample size using Krejcie and Morgan table. The main data collection tools were closed and researcher-made questionnaires including 37 items that were designed and adjusted based on the initial conceptual model. In the quantitative stage of the research, the test of 11 hypotheses was taken from the model using path analysis method. The output was based on the fact that all hypotheses were confirmed except the first hypothesis and after removing the variable "competitive pressures", the final model extracted. SPSS and AMOS software were used for statistical analysis. After analyzing the data, the final model of customer relationship management of Bank Saderat was presented. The result of this process was the formation of 11 categories that “value creation for customers” is considered as the main and pivotal category and “improving the economic performance and the health of financial system of Bank Saderat” as the consequential category. This means that improving the relationship between Bank Saderat and customers, increasing customer satisfaction and loyalty, as well as increasing bank revenues can be considered as the output of an efficient customer relationship system.