Factors Affecting Customer Relationship Management Practices: Evidence from Banking Service in Iran

Today, consumers’ needs and purchase patterns have changed dramatically. To meet various needs, companies tend to adopt differentially and consumer-oriented marketing strategies to gain competitive advantages. Customer Relationship Management (CRM) is one specific example, adopted to create and manage relationship with customers more effectively. The purpose of this study is to investigate and analyzes the factors affecting customer relationship management practices in Bank Melli branches in Zanjan province. This research conceptual framework was developed based on Siriprasoetsin, et al (2011)’s study. Qualitative approach was used as a research methodology and data was collected by using questionnaire from bank Melli staffs in Zanjan province. After ensure of questionnaire validity and reliability, all hypotheses were tested using factor analysis, correlation analysis and multiple regression analysis. Results show that factors that have statistically significant impact on CRM at 0.05 levels were: (1) channels for services and communication (beta = 0.29), (2) technology for supporting CRM (beta = 0.27), (3) knowledge and understanding of CRM of bank library staff (beta = 0.26), (4) organizational culture and communication (beta = 0.21), and (5) customer management processes (beta = 0.16). According these finding some suggestions for Melli bank presented