The Effect of Customer Relationship Management and Perceived Quality of Service on Customer Satisfaction
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 2
Abstract
Customer relationship management, analyses the customer relationship with the organization and their requirements, and in fact, it is the process of gathering and integrating information in relation to customers, sales, effective marketing and sensitivity or market needs for effective and targeted exploitation from this information. This process is part of an organization's strategic actions to identify customers, keep them satisfied, and transform customers into a perpetual customer. The importance of this variable has made the present study investigate the relationship between customer relationship management, service quality and customer satisfaction. The statistical population of this research is made up of all customers of Shahr Bank in Shiraz which their number is assumed to be unlimited. According to Morgan's table, the sample size was considered to be 384. Data were analyzed by using structural modeling technique. The results indicate that customer relationship management has a positive and significant effect on customer satisfaction. There was also a positive relationship between quality of service and customer satisfaction.
Authors and Affiliations
Zahra Dehghan, Vahid Elahi
Keywords
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