Presenting Customer Relationship Management in Banking Industry (Corporate Banking) Focusing "On Citizenship Rights and Organizational Citizenship BehaviorGrounded Theory Approach"

Abstract

Human being is a social and must adhere to its basic principles in order to live in a community. Citizenship rights are one of these principles that if you forget or neglect it, the society suffered losses and this may leads not to reach its transcendental purpose. Citizenship rights are relatively broad and include civil, political, economic, social and individual rights. One of the areas that can serve citizen rights is the banking. Today, the banking is located in the most important institution of economic, monetary and financial in the country. The needs and expectations of customers in this business are rapidly changing and become complicated. These changes in the money market, on the one hand and the preferences of citizen and customer behaviors, and the increasing use of new technologies, on the other hand, doubled the requirement of the use of customer relationship management in the banking. Customer relationship management in the corporate banking sector provides valuable customer segmentation with a variety of criteria to provide customization of corporate banking and innovation services for these categories of customers and provides for the establishment of a friendly relationship with the citizen, which provides loyalty and a solid profitability for banks. Therefore, the purpose of this research is to identify the backgrounds and implications of customer relationship management in the banking (corporate banking). In this research, the researcher used a qualitative approach, foundation data strategy, open, axial, selective coding in order to achieve the research pattern. Finally, the results of the research are presented in the form of a paradigmatic model that includes 6 main dimensions and 35 subcategories. Please cite this article as: Bani Asadi M, Abdolvand M, Heidarzadeh Hanzaee K, Khounsiavash M. Presenting Customer Relationship Management in Banking Industry (Corporate Banking) Focusing On Citizenship Rights and Organizational Citizenship BehaviorGrounded Theory Approach. Bioethics Journal, Special Issue on Human Rights and Citizenship Rights 2019; 259-273.