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1 The impact of CRM on customer satisfaction and their further buing aim Monireh Shoja Master : Dr.Kambiz Heidarzadeh Master of Buisinesses Administration Qazvin Islamic Azad University SPRING 2010

2 TMBA :. Ed Thompson : 1 - Ed Thompson

3 Eisingerich & Bell Eisingerich & Bell Oliver Eisingerich & Bell 1 CRM 3 _ Eisingerich & Bell,2007, Eisingerich & Bell,2007, Oliver, Eisingerich & Bell,2007,254

4 Eisingerich & Bell Eisingerich & Bell 1 - Eisingerich & Bell,2007, Sirdeshmukh et all, Reinartz and Kumar, Sharma and Patterson, Reichheld

5 1- Eisingerich & Bell,2007, L.L. Bin & Freportmin Eisingerich & Bell

6 1997 Tiner & Diutoro 1 -Tiner & Diutoro, CRM

7 ... wikipedia, Berry, Berry & Parasuraman, Morgan & Hunt, Gronroos, Richeld & Saser,1990

8 1 - Oliver, Richard Oliver,1999 Oliver

9 Eisingerich & Bell 1 -Hesket et all, The Service - Profit Chain 3 - Richeld, Eisingerich & Bell,2007, Festinger,1957

10 Cullen et all Cullen et all Eisingerich & Bell 1 - Cullen et all, Festinger, Cullen et all, Morgan & Hant, Eisingerich & Bell,2007, 255

11 3- Fishbein, Ajzen, Herington, Scott,2007.

12 Eisingerich & Bell Gabbie et all Zifko Galloway Galloway Adams 1 - Eisingerich & Bell, 2007, Servqual 3 - Zeithaml 4 - Neill 5 - Gabbie et all Zifko, Galloway, Adams, Galloway

13 Kano McNealy Parasuraman 1 - Kano, McNealy, Customer Perceptions 4 - Customer Expectations 5 - Parasuraman, Tangibility 7 - Reliability 8 - Responsiveness

14 Parasuraman. Jamal &. Naser,2002,147 Hallowell Beerli 1 - Assurance 2 - Empathy 3 - Parasuraman, Jamal & Naser,2002,147 5 Jamal & Naser,2002, Vorast & Zahoik, Hallowell,1996, Beerli,2004,256

15 . : Aydin & Ozer. 1 - Aydin & Ozer,2005,487

16 .. Johnson 1 - Johnson,2000

17 3 Aydin & Ozer. Johnson 1 - Aydin & Ozer,2005, Johnson,2000

18 REFERENCE Assessing student perceptions of instructor Adams, J.N., Emanuel, R., 2004, : A first step, Paper presented at the Southern States customerservice Association Convention, Tampa, Florida, March Communication Customer Loyalty and the effect of Aydin, S., Ozer, G., Arasil, O., 2005,, Marketing Intelligence & Planning, switching costs as a moderator variable Vol.23, No.1, pp A model of customer loyalty in the Beerli, A., Martin J.D., Quintana A., 2004,, Vol.38, No.1/2, pp.253- retail banking market, European Journal of Marketing 275. A model of B2B e-commerce, based on Cullen, A.J., Webster, M., 2007,, International Journal of Operations & Production connectivity and purpose Management, Vol.27, No.2, pp Maintaining customer relationships in high Eisingerich, A.B., Bell, S.J., 2007,, Journal of Services Marketing, Vol.21, No.4, pp credence services Servqual and the northern hotel sector: A Gabbie, O., O Neill, M.A., 1996,, Managing Service Quality, Vol.6, No.6, pp competitive analysis-part1

19 Quality perceptions of internal and external customers: A Galloway, L., 1998,,The TQM Magazine, Vol.10, No.1, administration case study in educational pp Hallowell R., 1996, The relationship of customer satisfaction, customer loyalty and profitability : an empirical study, International Journal of Service Industry Management, Vol.7, No.4, pp Herington, C., Scott, W., 2007, Can banks improve customer relationships with high quality online services, Managing Service Quality, Vol.17, No.4, pp Jamal A., Naser, K., 2002, Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking, European Journal of Marketing, Vol.20/4, pp Johnson, M., Gustafsson, A., Andteassen, T., Lervik, L., Cha, J., 2000, The evolution and future of national customer satisfaction index models, Journal of Economic Psychology. Kano, N., 1996, Guide to T.Q.M in service Industries, Singapore: Asian Productivity organization., 1st edition, New McNealy, R.M., 1994," Making customer satisfaction Happen Jersey, Chapman & Hall. Satisfaction: A Behavioral Perspective on the Consumer Oliver, R.L., 1977,, McGraw Hill. Network A conceptual model of Parasuraman A., Zeithaml V.A., Berry, L.L., 1995,, Journal of Marketing, Vol. service quality and Its implication for future research 49, pp customer Understanding, spring, pp Parasuraman, A., Berry, L.L., Zeithaml, V.A., 1991, Review expectations of service. Sloan Management Managing Perceptions of Hospital Quality: Negative Zifko, B., Robert, K., 1997,, Marketing Emotional Evaluations can undermine even the best clinical quality Health Services, Vol.17, No.1, p.28.

20 The impact of CRM on customer satisfaction and their further buing aim Abstract This research is tring to provide the strategies that increase market share and maintenance of customers/clients of branches by evaluation efficient factors in

21 clients recurrence intention with regard to keeping contact with them in aforementioned. In this project four factors investigated (Technical service quality, Functional service quality, Customer/client Loyalty and Customer/client trust) which are claimed to be effective in recurrence intentions of Customer relationship management is a broadly recognized, clients/customers widely-implemented strategy for managing and nurturing a company s interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customers Loyalty, Re-reference Keywords: Service Quality, Customers Trust intention

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