Customer Relationship Management And Organizational Performance: A Conceptual Framework Based On The Balanced Scorecard (Study Of Iranian Banks)

Abstract

Cite this paper Get the citation in MLA, APA, or Chicago styles Downloaded from Academia.edu  Related papers Measuring effect iveness of cust omer relat ionship management in Indian ret ail banks M S BALAJI A process-orient ed perspect ive on cust omer relat ionship management and organizat ional performa… Hamed Mehrabi A new hybrid met hod based on fuzzy Shannon's Ent ropy and fuzzy COPRAS for CRM performance ev… Abstract:Customers have become crucial for every organization. Due to the competitive environment, customer relationship management (CRM) is one of the important business strategy for companies. Banks can benefit from focusing and concentrating on Customer Relationship Management. There is a stiff competition in the banking industry in Iran. So Iranian banks try to reform their strategies and process to achieve competitive advantage. The customers are an important element that helps the bank to achieve this objective. Banks try to notice the customers requirements and needs for satisfying their customers. Iranian Banks went through reform from product orientation to customer orientation. More importantly, the banks realized that building long-term relationship with their customer is crucial for achieving sustainable competitive advantage and improving performance. This study examined the link between customer relationship management and different measures of performance on the banking sector. Data were collected from the bank sectors in Iran. Based on extensive review of literature, the sub processes in implementing CRM were extracted and also four measures of Balanced scorecard applied to performance. The results indicated that CRM processes are associated with bank performance.