Abstract
Article history: Received August 15, 2012 Received in revised format 25 September 2012 Accepted 1 October 2012 Available online October 4 2012 This paper investigates the role of customer relationship management (CRM) in improving organizational effectiveness. The proposed model of this paper is implemented on customers of one of Iranian banks called Keshavarzi (Agriculture). In this research a questionnaire was prepared and 150 customers as sample were selected randomly. The results of the survey have been validated using Cronbach alpha, which was 0.926. Research hypotheses are analyzed using Pearson's correlation test and all hypotheses are confirmed when the level of significance was five percent. The results of our survey have disclosed that all these mentioned factors could impact customer satisfaction, positively. In addition, we have also considered Freedman test to rank the relative importance of these factors, results indicate that customer-centered was the first priority followed by recognizing customers' need, Mutual understanding and Loyalty. Customer complaints are also the last priority in the ranking. © 2012 Growing Science Ltd. All rights reserved.
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