Business and Marketing
Eslam Karimi; Mojtaba Abbasi Ghadi
Volume 7, Issue 1 , January 2023, , Pages 50-76
Abstract
One of the primary measures considered in the customer relationship management (CRM) of banks and financial institutions is assessing the service environment in various forms of needs assessment and satisfaction assessment. Customer satisfaction refers to the evaluation and judgment of customers regarding ...
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One of the primary measures considered in the customer relationship management (CRM) of banks and financial institutions is assessing the service environment in various forms of needs assessment and satisfaction assessment. Customer satisfaction refers to the evaluation and judgment of customers regarding the perceived quality of the service provided according to their expectations. Countries have designed and implemented various indicators to measure customer satisfaction, known as the national index. Each of these customer satisfaction indicators has strengths and weaknesses. In this research, we used Iran's national customer satisfaction index as a composite index of existing indices. We evaluated it in Shahed Shahed Financial Institution. On the one hand seek to confirm and apply the combined customer satisfaction index in organizations and financial institutions. On the other hand, For the first time, this combined index is used to measure the satisfaction of customers of Shahed Microfinance institution. This research study is helpful for managers of microfinance institutions by providing practical recommendations.
Ayodele Omoyiola Fagbemi; Folake Feyisayo Olowokudejo
Volume 1, Issue 3 , July 2011, , Pages 161-170
Abstract
This study aimed at finding out if banks and insurance companies in Nigeria use CRM as a marketing strategy as well as whether these organizations have employed the same variables to achieve Customer Relationship Management. Relevant literature was reviewed and a model consisting of seventeen variables ...
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This study aimed at finding out if banks and insurance companies in Nigeria use CRM as a marketing strategy as well as whether these organizations have employed the same variables to achieve Customer Relationship Management. Relevant literature was reviewed and a model consisting of seventeen variables was conceptualized and tested by means of empirical data collected through a questionnaire survey of four hundred and ninety nine respondents. The research instruments were validated and a pilot study was carried out to test the reliability of the measures. Statistical tools including percentages and Mann- Whitney U test were used. Findings showed that these institutions use CRM as a marketing strategy and also that the variables employed by these organizations to achieve Customer Relationship Management differ.
It is important to point out the originality of this study because it facilitates the development of a new conceptual model which will help future research. To the researchers’ knowledge, this is the first study to compare the CRM strategies used in the two major financial institutions in Nigeria.