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Does customer relationship management matter in the banking system? the case of Iran

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  • Dehghan Nejad, Omid

Abstract

In the last few years, the Iranian banking system has consistently ignored customer-orienting and its fundamentals and has not been able to use recent modern marketing very well, because of various economic and social problems, the governmental banking system and especially the excess of the demand rate over supply. People do not have any incentive to use Iranian banking system, because banking system do not pay attention to their priority values and needs and just present similar services in all branches of country’s banks. Therefore, the customers refer to the banks inevitably to satisfy their elementary needs, in other words it should said that, in the current situation the people serve the banks, not the banks serve people. Regarding the environmental changes that are front of us, the banks should emphasize on its equipping, recognizing the customer’s need and expectations and regard to market situation. Because every bank can recognize and secure these needs before rivals will success in the competition field. This study attempted to analysis the role of customer communication management in Iranian banks and its weakness, strengths and goals. In addition, it’s executing effects and the basic role of customer as a basic and critical element for remaining the banking system. Finally, some suggestions present for reforming and improving the quality of services in the banking system.

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Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 31478.

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Date of creation: 05 Jun 2011
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Handle: RePEc:pra:mprapa:31478

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Keywords: Customer Relationship Management; customer; satisfaction; services;

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  1. Liebach Lüneborg, Johannes & Flohr Nielsen, Jørn, 2003. "Customer-focused Technology and Performance in Small and Large Banks," European Management Journal, Elsevier, Elsevier, vol. 21(2), pages 258-269, April.
  2. Anil Arya & Brian Mittendorf & Dae-Hee Yoon, 2008. "Friction in Related-Party Trade When a Rival Is Also a Customer," Management Science, INFORMS, INFORMS, vol. 54(11), pages 1850-1860, November.
  3. Dehghan Nejad, Omid, 2011. "The review of financial repression policies and banking system in Iran," MPRA Paper 30924, University Library of Munich, Germany.
  4. Noah Gans, 2002. "Customer Loyalty and Supplier Quality Competition," Management Science, INFORMS, INFORMS, vol. 48(2), pages 207-221, February.
  5. Mihelis, G. & Grigoroudis, E. & Siskos, Y. & Politis, Y. & Malandrakis, Y., 2001. "Customer satisfaction measurement in the private bank sector," European Journal of Operational Research, Elsevier, Elsevier, vol. 130(2), pages 347-360, April.
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