Prioritization and Assessment of the Relationship of Factors Affecting Customer Relationship Management in the Banking Sector of Iran (A Study with DEMATEL Approach)

Abstract

Customer Relationship Management (CRM) is key strategic tool for all organizations, especially for banks, thereby deep understanding of critical success factors of CRM can be so useful for banks. In this study we prioritized and assessed the relationship of factors affecting customer relationship management in the Banking Sector of IRAN. Our method in this research is descriptive-survey. In this way, after the library study, based on Delphi method 13 factors have been chosen. Then, by helping DEMATEL approach we prioritize and assessed the relationship between the factors. Result showed that project management of CRM and IT are the most affecting factors and Effective leadership and Top management commitment and support are the most affected factors.