Impact of customer relationship management (CRM) on marketing performance: A case study in Mellat bank of Mazandaran Province

Abstract

Today, with more competiveness of industries, markets, and working atmosphere in productive and service organizations what is very important for maintaining clients present, for attracting new clients and as a result increasing growth of success in organizations is having a suitable relation with clients. Bank is among organizations which are not an exception. Especially, at the moment according to increasing rate of banks` privatization, it can be argued that significance of attracting clients for banks is more than every time. The article tries to investigate effect of CRM on marketing performance in banking industry. The research method is applied and survey and descriptive. Statistical community of the research is 5 branches from Mellat Banks across Khoram-abad Province and their clients. There are 45 personnel in this branch and according to Morgan Table the sample size was 40 people. Clients example was considered according to collected information, one questionnaire was designed for bank organization and another one was prepared for banks` clients in which reliability and validity are approved. The research result indicates that CRM is ineffective on marketing performance.