Abstract
The aim of this research is to investigate customer relationship management (CRM) activities in e-banking among Iranian banks. These banks are already adopting CRM and approaching it differently, and achieving different rates of success in terms of customer satisfaction and CRM. A comparative approach of their attitudes toward CRM, therefore, will reveal important insights. Following similar approaches researchers have employed in Europe, Pakistan, Malaysia, the UK and Ireland, we investigated the touch points and services that connect banks to their customers. According to these researches in other countries, we have developed a theoretical framework to investigate CRM activities in public and private Iranian banks by interviewing with qualitative approach case study. The main components of our research framework are: communicational/collaborative CRM, operational CRM and analytical CRM. We also consider the relationship among the components. This research will reveal Iranian banks' positioning with regard to their view, concept and the benefits of CRM, with a cross-case comparison between Iranian banks' CRM activities and also some conclusions for practitioners.
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