Investigating the effect of CRM factors on consumer perception: Evidence from banking industry

Consumer perception plays essential role for market development. Consumer perception can be defined as a marketing concept, which includes a customerʹs impression, awareness and/or consciousness about a firm or its offerings. This paper investigates the effect of customer relationship management factors on consumer perception in Iranian banking industry. The study designs a questionnaire in Likert scale and distributes it among 300 randomly selected managers who worked for Bank Saderat Iran. Cronbach alpha has been calculated as 0.788, which is well above the minimum acceptable level. Using principal component analysis, the study has determined that six factors influences the most on consumer perception; namely: Customer oriented, Organizational strategy, Organizational resources, Organizational structure and Organizational culture.