Gaining Competitive Advantages on E-CRM in Financial Institutions in Iran through B2B Model
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Rozita Shahbaz Keshvari * |
MBA graduated from Sharif University of Technology, IC |
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Abstract: (2236 Views) |
Due to violent and ferocious
competition and global changes of new trends, directions and new ways of doing
business, financial institutions grapple with new challenges and opportunities
in today business. The advancement in technology, information and communication
has forced banks and financial institutions into hard competition. In this new technology era, people as the customers
are the elements on which the banks are concentrating to manage customer
relationship. In this complicated situation, Electronic customer relationship management (E-CRM)
is seen applicatory and beneficial solution to improve customers’ service,
develop a profitable and long term relationship and retain valuable customers.
E-CRM results from the consolidation of traditional CRM (Customer Relationship
Management) with the e-business applications in marketplace. This research is
built up from understanding the core attributes which construct the E-CRM in
Iran Financial Institutions.
The main reasons that this research has been chosen, is reaching the elements
which have operational effect on customer satisfaction and its effect on
banking performance, apprehending how business customers are led in successful
relationship with banks. Furthermore, the research provides opportunity for
managers to evaluate, and analyze not only their own performance in
implementation of E-CRM in the financial institutions, but also identify their
effectiveness and feebleness with the aim of improving better management. On
the other hand, performing this study brings about the prominent comparison
between managers and business customers’ perception to offer the right service
in the right manner and in the right time. This study includes the methodology,
and questionnaire composition, so that its duplication by others can be
performed easily. JEL Classification: G21 |
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Keywords: competitive advantages, Electronic Customer Relationship Management (E-CRM), business to business, Electronic Customer Relationship Technology |
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Full-Text [PDF 1780 kb]
(1365 Downloads)
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Type of Study: Research |
Subject:
Monetary Economics Received: 2014/04/22 | Accepted: 2014/04/22 | Published: 2014/04/22
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