ASSESSING THE EFFECT OF CUSTOMER RELATIONSHIP SYSTEM AND STATE OF RELATIONSHIP QUALITY EFFECT WITH CUSTOMER LIFE CYCLE (CASE STUDY: SADERAT BANK OF RASHT)

Abstract

Competition is very intense in the banking industry.Banks need to elevate their services’ quality to attract more customers.In addition, for attracting more customers, banks require to maintain the loyalty of existing customers because the cost of acquiring new customers is almost five times the cost of maintaining old customers. ( Ing Wu & Chi Li, 2012 ) As a result, customer relationship management (CRM ) is now considered an important issue in all industries since customers can have an important role in the fate of a financial institution.In this study, the effect of customer relationship management system (CRM ) on the relationship quality (RQ) such as customer satisfaction, trust and commitment in the banking industry is discussed and then how the relationship quality (RQ) effects on the customer life cycle (CLV) such as levels of service use, loyalty, verbal advertising and desire to refer is examined.