Document Type : .
Authors
1 , Department of Human Sciences, Meybod Islamic Azad University, Meybod, Iran
2 Department of Human Sciences, Meybod Islamic Azad University, Meybod, Iran
3 Social Welfare Department, Social Sciences Faculty, Yazd University, Yazd, Iran
Abstract
Today, in order to prevent customers from turning to other banks, bank managers should, more than ever, seek to understand the needs and desires of customers in order to be able to identify their needs and meet them. Take steps and establish long-term relations with them. Therefore, the current research was carried out with the aim of knowing the important components in retaining the top customers of Sina Bank and in the framework of the qualitative approach and the Grounded theory strategy. Also, data was collected through 31 semi-structured interviews in Tehran. The results were presented in four main categories (customer-oriented strategy, new ideas and services, comprehensive and effective customer-oriented communication and customer knowledge management) and the core category (customer relationship management). The findings of the research showed that customer relationship management integrates processes and all business activities around the customer in order to create and maintain long-term and profitable relationships with customers. Also, customer relationship management is considered as a necessity in Sina Bank, and the effective use and implementation of this technology can increase customer satisfaction, loyalty and attraction, and as a result, investment and improvement of the bank's performance.
Keywords
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