An investigation on role of customer relationship management (CRM) in increasing organizational effectiveness

The present study studies the role of customer relationship management (CRM) in improving organizational effectiveness. The proposed model of this paper is implemented on customers of one of Iranian bank called Agricultural. The proposed model designs a questionnaire and selects a sample of 150 customers, randomly. The results of the survey has been validated using Cronbach alpha, which was .926. Research hypotheses are analyzed using Pearsonʹs correlation test and all hypotheses are confirmed when the level of significance is five percent. The results of our survey have disclosed that all these mentioned factors could impact customer satisfaction, positively. In addition, we have also considered used Freedman test to rank the relative importance of these factors and customer-centered was number one priority followed by recognizing customersʹ need, Mutual understanding and Loyalty. Customer complaints are also the last priority in our ranking.