The Role of Relational Information Processes and Social Media Technology Use in Customer Relationship Performance (Case Study, Bankes Branch Melli, Tejarat and Saderat)

Ram Pahlevanloo, Mohammad Jafar (2017) The Role of Relational Information Processes and Social Media Technology Use in Customer Relationship Performance (Case Study, Bankes Branch Melli, Tejarat and Saderat). Masters thesis, University of Mohaghegh Ardabili.

Text (بررسی نقش فرآیند¬های کسب اطلاعات ارتباطی و رسانه¬های اجتماعی بر عملکرد ارتباط با مشتری (مطالعه موردی شعب بانک¬های ملی، تجارت و صادرات)) Mohammad Jafar Ram Pahlevanloo.pdf Download (371kB)

Abstract

In today's markets, customers play a key role in the success, survival or even failure of organizations, and these customers have different demands and needs. In order to fulfill customers' satisfaction, organizations should not only meet the needs and demands of individual customers, but also exceed their expectations. This needs building a close relationship with customers. To establish close relationships with customers, organizations must receive and use customer information. Meanwhile, the use of information and communication technology, including social media, which is an emerging and inclusive technology, plays the key role in collecting information and establishing this connection. In this regard, this research seeks to investigate the impact of the role of information acquisition processes and the use of social media on customer relationship performance. The statistical population of this research is the branches of Melli, Tejarat and Saderat banks located in Mashhad. a sample of 177 was selected by cluster sampling and simple random sampling in each group. The present research is a descriptive study in terms of categorization of research according to the method of data collection, based on the purpose, applied and in terms of method, is a correlation type. A questionnaire is the data collection instrument and the collected data were analyzed using structural equation method using spss16 and smart PLS2 software. The processing unit in this research is branch, and respondents to the questionnaires are the heads and deputies of the branches.The results showed that the processes of information acquisition and social media improve customer relationship performance. Additionally, social media has a positive impact on information acquisition processes due to its capabilities in establishing close relationships with the clients. Keywords: Relational information processes, Customer relationship performance, Social Media

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