文章基本信息

标题：Model Successful Implementation of Customer Relationship Management (Case Study: Ghavamin Bank)
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作者：Abtahi MasumeSadat ; Mohammad Bayat ; Abolghasemi Ali 等
期刊名称：Research Journal of Recent Sciences
电子版ISSN：2277-2502
出版年度：2015
卷号：4
期号：2
页码：130-138
语种：English
出版社：International Science Community Association
摘要：By Paradigm shifting from product orientation to customer orientation since traditional marketing methods which are used nowadays have made lots of problems and lots of limitations for organizations, CRM has been offered in order to make a Special relationship with the customer and creating more value for organizations. Main object of this paper is explaining Factors affecting successful implementation of CRM. In this regard, effective factors on successful implementation of CRM were identified and developed by studying research literature and Interviews with Experts and managers of bank and developed. Totally, 111 Questionnaires were distributed in branches of Ghavamin Bank of Karaj province and were filled by managers of banks. In order to achieve conceptual model of research we used exploratory factor analysis. In order to accuracy of the measurement model of research test we used Confirmatory Factor Analysis. Current situation of banks were studied in effective factors area. Friedman test was used for prioritizing the important factors. Results of the research showed all identified factors are effective factors of CRM success. People of organization have the most effect on implementation of CRM. Additionally, in current situation of bank, Knowledge Management, Organizing, communication management factors are not in suitable situation. Communication management has more importance relatively.
关键词：Customer relationship management;exploratory factor analysis;confirmatory factor analysis