Logo
Munich Personal RePEc Archive

Does Customer Relationship Management Matter in the Banking System? The Case of Iran

Dehghan Nejad, Omid (2011): Does Customer Relationship Management Matter in the Banking System? The Case of Iran.

This is the latest version of this item.

[thumbnail of MPRA_paper_31557.pdf]
Preview
PDF
MPRA_paper_31557.pdf

Download (247kB) | Preview

Abstract

In the last few years, the Iranian banking system has consistently ignored customer-orientation and its fundamental. Therefore, the banking system has not been able to use recent modern marketing very well, because of various economic and social problems such as the governmental banking system and 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, its 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.

Available Versions of this Item

Atom RSS 1.0 RSS 2.0

Contact us: mpra@ub.uni-muenchen.de

This repository has been built using EPrints software.

MPRA is a RePEc service hosted by Logo of the University Library LMU Munich.