Study the Influence of Relationship between Staffs - Clients and CRM on Service Quality in Financial and Credit institutions Case Study: Kosar Finance and Credit Institutio

Customer relationship management as a strategic imperative for all organizations that effectively implement enhanced customer satisfaction, loyalty and attract them and thus more sales and repeat purchase to be followed. But the implementation of CRM is not always associated with the expected results. Because of the many organizations view CRM technology. The wrong attitude toward CRM makes its implementation in many organizations, including financial institutions and banks fails. The main objective of this study examines the impact of employee relations with clients on CRM and its impact on both the quality of services in the financial and credit institution is Kosar. The study was descriptive, in terms of purpose and the survey methodology. Population The study includes customers of the financial institution and credit Kosar in Tabriz (16 branches) that samples of 384 participants were selected randomly classified. Data were collected by questionnaire Bosch (2002) is. For data analysis, SPSS software for statistical analysis (mean and variance, measurement reliability, and normality test, Pearson, and Friedman ANOVA) was used. The results show that the level of 5 percent positive and significant relationship between the four components of behavioral features exists with customer relationship management and customer relationship management as well as the services provided by the financial institution Kosar is significant and positive. Biography customers as well as customer relationship management and service quality variables influence is Positive. Finally, for ratings with Friedman test was ranked four behavioral component that is the source of knowledge of the degree of influence, interaction and attitude.

کلیدواژه ها:

Customer relationship management ، services quality ، Relationship ، Attitude ، relational ، knowledge