Customer Relationship Management in the Banking Policies of the Islamic Republic of Iran

Abstract

Introduction: With the evolution from traditional economics and increasing competition in
novel dimensions, the customer has become the major part and axis of all activities of
organizations, and efficient customer relationship management has become a significant
challenge in business competition. Methods: The goal of the current study is to design a
customer relationship model based on banking policies in Maskan Bank of the Islamic
Republic of Iran. The research design is qualitative with grounded theory method. Through
using the sampling method of "containing rich information", in-depth interviews were
conducted with 25 professors of business management in the country's universities,
senior and middle-level managers of Maskan Bank, and marketing experts in the management of provincial branches. Findings: The results indicated that the customer
relationship model based on banking policies includes 15 dimensions regarding causal
conditions: 1. Informing and culture building, 2. Customer focused, 3. Infrastructure and
technology development (Background conditions), 4. Comprehensive approach, 5.
Complexity of customer conditions, 6. Political and legal environment (Intervention
conditions) 7. Barriers caused by industry and macro environment, 8. Attitude and
experience, 9. Organizational Capabilities (Strategy), 10. Development of Resources and
Services, 11. Development of Communication Technologies, 12. Project planning and
control and consequence, 13. Organizational progress, 14. Customer satisfaction and 15.
Customer loyalty. Conclusion: Customer relationship management is a comprehensive
approach that provides integrated coordination between the departments of sales,
marketing, customer service, field support and other face-to-face customer functions;
thus, applying a customer relationship model based on banking policies in the banking
industry seems very significant and necessary.