Document Type : Original Article
Authors
1
PHD student of management, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2
Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3
Associate Professor, Public Management Department, South Tehran Branch, Islamic Azad University, Tehran, Iran
4
Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran
10.48301/kssa.2023.364676.2307
Abstract
The present study aimed to design an Electronic Customer Relationship Management (E-CRM) model in private banks. The research was descriptive-exploratory in terms of its method and applied in terms of its purpose. The statistical population in the qualitative phase included the banking industry experts consisting of chief managers with a minimum of ten-year working experience. Sixteen experts were selected by purposeful sampling based on the theoretical saturation rule. The statistical population of the quantitative part included all employees of private banks in Tehran (1172 people), of which 230 people were randomly selected based on Cochran's formula. Semi-structured interviews and a researcher-made questionnaire constituted the data collection instruments. The coding method in the qualitative phase and structural equations modeling (SEM), run in the SMART PLs2 software, in the quantitative phase were used to analyze the data. The qualitative results led to identifying causal conditions (individual and organizational factors) and E-CRM consequences as the axial category of the research, environmental factors as the intervening conditions, E-CRM (Electronic Customer Relationship Management) fundamentals as contextual conditions, and E-CRM success strategies and consequences as the E-CRM strategies and consequences. Likewise, the SEM results revealed that the most effective strategies for E-CRM promotion in the banking system involved five general strategies, i.e., implementing knowledge management associated with customer relationship services and structural agility and promoting technological culture, professional training and skills, and social capital.
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