Journal of Information Technology Management

Journal of Information Technology Management

An assessment Model for Customer Relationship Management Process in Iranian Private-Commercial Banks

Authors
Tahmoures Hasangholi Pour
Seyed Reza Seyed Javadin
Ahmad Roosta
Amir khanlari
10.22059/jitm.2012.24890
Abstract
According to several reports, in spite of huge investment on customer relationship management (CRM), risk of implementing such projects is high. One of failure factors is having no method to assess CRM success comprehensively. Nowadays, classic financial methods are common ways for assessing marketing and CRM initiatives. But, the mentioned models are unsuitable to assess investments like CRM that we expect to have intangible, indirect and strategic benefits. So, we need a process-oriented approach to assess all tangible and intangible factors of CRM process and complete existing models. In this paper, using a qualitative approach and grounded theory, a comprehensive and process-oriented CRM assessment model will be provided that considers all factors of customer relationship management in private-commercial banks of Iran. Finally, based on analysis of developed model, some suggestions will be offered for banking managers and future researchers.
Keywords
Customer Relationship Management (CRM)
Grounded theory
Private-Commercial banks
Process Model
Journal of Information Technology Management
Volume 4, Issue 10 - Serial Number 10
مدیریت فناوری اطلاعات
Spring 2012
Pages 41-64