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Paper Information

Journal:   JOURNAL OF INDUSTRIAL MANAGEMENT   WINTER 2010 , Volume 4 , Number 10; Page(s) 43 To 56.
 
Paper: 

STUDYING QUALITY CUSTOMER SERVICE AND FORMULTING AN OPTOMAL PLAN FOR CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN THE BANKING SYSTEM USING TOPSIS TECHIQUE (CASE STUDY: BANK TEJARAT, SHIRAZ)

 
 
Author(s):  AMIRI Y.*
 
* 
 
Abstract: 

In order to be successful in the competitive markets, considering factors such as customer satisfication and service quality are necessary. Identifying and solving the related problems to customer satisfication and service quality can have an outstanding role in the activity continuation and profitability.  Performing correct and accurate CRM can increase the competitive power of an organization. According to the importance of CRM, this research will formulate an optimal plan for CRM in Bank Tejarat, Shiraz. To meet this goal, after considering the related literature, the important factors of CRM concerning banking system were identified. Furthermore, after confirming indexs with the factor analysis, the performance of Bank Tejart, Shiraz with respect to CRM were analyzed. In order to identify the importance of the key factors resulted from the importance-performance matrix by using TOPSIS technique, they were ranked and then, in order to formulate an optimal plan for CRM, the critical factors were defined. According to the research findings, the performance of Bank Tejart, Shiraz with respect to the different factors of CRM was not suitable, therefore, an optimal plan for CRM in Bank Tejart, Shiraz was formulated.

 
Keyword(s): CUSTOMER RELATIONSHIP MANAGEMENT (CRM), CUSTOMER SATISFACTION, TOPSIS TECHNIQUE, BANK TEJARAT
 
References: 
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