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International Journal of Nonlinear Analysis and Applications، جلد ۱۶، شماره ۴، صفحات ۱۲۱-۱۳۵
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عنوان انگلیسی Applying a systematic grounded theory approach to presenting a CRM model with an emphasis on customer knowledge management and determining the validity of the model in structural equations
چکیده انگلیسی مقاله The study aims to present a customer relationship management (CRM) model focusing on customer knowledge management in the banking industry. It employs a qualitative, applied research approach using systematic grounded theory. Data was collected through semi-structured interviews with 18 experts from Pasargad Bank, utilizing snowball and purposeful sampling methods. The proposed model includes Causal factors, Contextual factors, and Intervening factors. Our strategies include: improving management structure, enhancing marketing strategies, human resource management, market orientation, and improving service delivery methods. Then 3 categories of factors ``banking services marketing" in the three core codes of ``greater and established presence in the market", ``improving the bank structure for better service delivery" and ``realizing internal marketing" were identified as consequences in the customer relationship management model with an emphasis on customer knowledge management in the banking industry. Moreover, the model's validation confirmed construct validity across all dimensions.
کلیدواژه‌های انگلیسی مقاله Customer Relationship Management,Customer Knowledge Management,Banking,Grounded theory method
نویسندگان مقاله Mohammad Shahin Teymourian |
Department of Management, United Arab Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates

Behnaz Khodayari |
Department of Business Management, Firuzkoh Branch, Islamic Azad University, Tehran, Iran

Hamid Saeedi |
Department of Business Management, Yadegar Emam Branch, Islamic Azad University, Tehran, Iran

Rahim Mohtaram |
Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

نشانی اینترنتی https://ijnaa.semnan.ac.ir/article_8992_5146d19a20323d7b1b3ba652b3f39fcd.pdf
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