Identifying and analysing components of customer relationship management influencing customer-oriented behaviour of employees: the case of Bank Mellat branches of Khouzestan Province

Abstract

The aim of this study is to identify and analyse components of customer relationship management influencing customer-oriented behaviour of employees. This study has been conducted on two active elite communities in the banking system, i.e. managers and employees of Bank of Mellat in Khouzestan province of Iran. First, by using a local questionnaire and Delphi technique, ten experts selected by snowball method have been interviewed and the forming elements of the customer-oriented behaviours of employees and the components of customer relationship management have been determined. Then, a questionnaire has been developed including 36 questions and the data has been collected from a sample of 246 customers by which, the role of each component has been determined and the customer-oriented behaviours of employees have been analysed. Findings indicate that among the six components of identified customer relations, the quality of provided services, creating special approaching solutions for the customers and holding strong social networks with the customers had the strongest roles in customer satisfaction.