Testing a Comprehensive Model for Performance of Customer Relationship Management in Social Media Among the Iranian Selected Banks

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of Social and Economic Sciences, Alzahra University

2 Master of Science in Information Technology Management, Al-Zahra University

Abstract

This study aims to identify factors influencing performance of customer relationship management (CRM) in social media. To do this, first, we review literature and theoretical basics, and then we test a comprehensive set of variables influencing performance of CRM in social media among the Iranian selected banks. Management experts from three universities, i.e., Al-Zahra University, Tarbiat Modares University, and University of Tehran assessed and revised the research model and its measurement indexes. We collected data on the indexes through questionnaires filled by 122 experts of information and communication technology, and marketing from six selected banks in Iran. We analyzed data by structural equations using SPSS and PLS programming packages. The findings indicate significant relationships among customer and organizational performance, and CRM within social media. Despite the depending of bank funding to CRM systems, it seems that banks have failed to attain significant achievements in various functional aspects. 

Keywords

References

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Iranian Economic Development Analyses
Volume 4, Issue 2 - Serial Number 11
September 2016
Pages 39-57

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