Studying the Effects of Customer Relationship Management on the Marketing Performance (Isfahan Saderat Bank as a case Study)

Abstract

The purpose of the present study is to examine the effects of customer relationship management on the marketing performance. The statistical population of this study includes branches of Isfahan Saderat bank. In order to collect the data, a self-administrated questionnaire has been used. Validity of this questionnaire has been examined through Kendal coefficient. This value is 0.75 for this questionnaire that confirms its validity. Also Crocbachs’ Alpha Coefficient has been use to examine and confirm reliability of the questionnaire. This value is 0.82 for our questionnaire that confirm its reliability. In order to test the hypotheses and analyze the data, structural equation modeling has been used in Amos20. The results reveal that the customer relationship management influences marketing performance (path coefficient: 0.79, t-value: 3.83). Also the results show that concentration on the key accounts, technology-based customer relationship management, knowledge management, customer relationship management organization have significant positive effects on the marketing performance.