Teymourian, Mohammad Shahin, Khodayari, Behnaz, Saeedi, Hamid, Mohtaram, Rahim. (1404). 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. هنرهای کاربردی, 16(4), 121-135. doi: 10.22075/ijnaa.2023.31700.4700
Mohammad Shahin Teymourian; Behnaz Khodayari; Hamid Saeedi; Rahim Mohtaram. "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". هنرهای کاربردی, 16, 4, 1404, 121-135. doi: 10.22075/ijnaa.2023.31700.4700
Teymourian, Mohammad Shahin, Khodayari, Behnaz, Saeedi, Hamid, Mohtaram, Rahim. (1404). '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', هنرهای کاربردی, 16(4), pp. 121-135. doi: 10.22075/ijnaa.2023.31700.4700
Teymourian, Mohammad Shahin, Khodayari, Behnaz, Saeedi, Hamid, Mohtaram, Rahim. 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. هنرهای کاربردی, 1404; 16(4): 121-135. doi: 10.22075/ijnaa.2023.31700.4700

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

International Journal of Nonlinear Analysis and Applications
مقاله 11، دوره 16، شماره 4، تیر 2025، صفحه 121-135    اصل مقاله (1.1 M)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.31700.4700
نویسندگان
Mohammad Shahin Teymourian1؛ Behnaz Khodayari* 2؛ Hamid Saeedi3؛ Rahim Mohtaram4
1Department of Management, United Arab Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates
2Department of Business Management, Firuzkoh Branch, Islamic Azad University, Tehran, Iran
3Department of Business Management, Yadegar Emam Branch, Islamic Azad University, Tehran, Iran
4Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
چکیده
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.
کلیدواژه‌ها
Customer Relationship Management؛ Customer Knowledge Management؛ Banking؛ Grounded Theory Method
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