Effect of E-CRM System on Attracting Bank Deposits
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 12
Abstract
This study tries to review actual customers of banks and identify the effect of e-CRM system on attracting bank deposits with a scientific method. This applied research was performed with the descriptive survey method. The statistical population included all actual customers of Eghtesad Novin, Ayandeh, Keshavarzi, and Melli banks in Tehran. The sample size was 150. After sampling, the questionnaire was given to them and their views were analyzed using statistical indicators. To verify the questionnaire validity, some supervisors and experts were referred. After receiving their opinions, the initial questionnaire was amended and approved. The questionnaire reliability was calculated using SPSS. Its value was obtained 86%, indicating the reliability of the survey tool. Finally, after data analysis using Amos, it was found that the e-CRM implementation and the commitment, promotional and analytical dimensions are effective in attracting bank deposits according to the statistical sample.
Authors and Affiliations
Mohammad Doostar| Assistant Professor, University of Guilan, Rasht, Mahmoudreza Mostaghimi| Assistant Professor, University of Guilan, Rasht, Zahra Afghe| Master of MBA, University of Guilan , University Campus 2, Rasht, email: zahra.afghah@yahoo.com
Keywords
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