Investigating CRM activities in e-banking of Iranian banks

Abstract: One of the most important thing for the banks is how can they develop an
effective process for establishing and maintaining a relationship with
their key consumers? The aim of this research is to investigate CRM
activities in e-banking among Iranian banks. These banks are already
adopting CRM and approaching it differently, and achieving different rates
of success in terms of customer satisfaction and customer relationship
management. A comparative approach of their attitudes toward CRM,
therefore, will reveal important insights. Following similar approaches
researchers have employed in Europe, Pakistan, Malaysia, the United
Kingdom, and Ireland, we investigated the touch points and services that
connect banks to their customers. According to these researches in other
countries, we have developed a theoretical framework to investigate CRM
activities in public and private Iranian banks by interviewing with
qualitative approach case study. The main components of our research
framework are: Communicational/collaborative CRM, Operational CRM, and
Analytical CRM. We also consider the relationship among the components.
This research will reveal Iranian banks