THE USE OF ORGANIZATIONAL CAPABILITIES TO INCREASE CUSTOMER VALUE (CASE STUDY: MARKETING MANAGERS AND EXPERTS OF SEPAH BANK)

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VAZIFEHDOUST HOSSEIN; ABDOLI MARYAM

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Paper Information

Journal: IRANIAN JOURNAL OF PUBLIC POLICY IN MANAGEMENT Year:2014 | Volume:5 | Issue:13-14 Page(s): 45-60

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Title

THE USE OF ORGANIZATIONAL CAPABILITIES TO INCREASE CUSTOMER VALUE (CASE STUDY: MARKETING MANAGERS AND EXPERTS OF SEPAH BANK)

Author(s)

VAZIFEHDOUST HOSSEIN | ABDOLI MARYAM | Issue Writer Certificate

Keywords

KNOWLEDGE MANAGEMENTQ2

MARKET ORIENTATIONQ2

CUSTOMER RELATIONSHIP MANAGEMENTQ2

CUSTOMER VALUE CREATIONQ2

STRUCTURAL EQUATION MODELINGQ2

Abstract

The importance of the customer's role in the management of a firm has been increasing for the last twenty years. A firm's organizational capabilities, both internally and externally oriented, are essential for increasing CUSTOMER VALUE CREATION. Accordingly, the aim of this study is to investigate the effect of organizational capabilities (KNOWLEDGE MANAGEMENT, MARKET ORIENTATION and CUSTOMER RELATIONSHIP MANAGEMENT) to create value for customers in the banking industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were managers and marketing experts of Sepah Bank branches in Tabriz city and customer information was collected by using researcher-made questionnaire. The reliability of all variables are accepted. To test the model, the least squares method and PLS-Graph software were used. The results showed that KNOWLEDGE MANAGEMENT has positive impact on marketing; CUSTOMER RELATIONSHIP MANAGEMENT as well as MARKET ORIENTATION, CUSTOMER RELATIONSHIP MANAGEMENT and KNOWLEDGE MANAGEMENT have positive impact on CUSTOMER VALUE CREATION. Based on research results it can be concluded that addressing this era of knowledge-based marketing is a necessity and using it is considered as one of the main competitive advantages of businesses.

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بررسی روابط متقابل کارآفرینی، بازارگرایی و یادگیری گرایی و نقش این عوامل بر روی نوآوری و ارزش مشتری

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APA: Copy

VAZIFEHDOUST, HOSSEIN, & ABDOLI, MARYAM. (2014). THE USE OF ORGANIZATIONAL CAPABILITIES TO INCREASE CUSTOMER VALUE (CASE STUDY: MARKETING MANAGERS AND EXPERTS OF SEPAH BANK). IRANIAN JOURNAL OF PUBLIC POLICY IN MANAGEMENT, 5(13-14), 45-60. SID. https://sid.ir/paper/199019/en

Vancouver: Copy

VAZIFEHDOUST HOSSEIN, ABDOLI MARYAM. THE USE OF ORGANIZATIONAL CAPABILITIES TO INCREASE CUSTOMER VALUE (CASE STUDY: MARKETING MANAGERS AND EXPERTS OF SEPAH BANK). IRANIAN JOURNAL OF PUBLIC POLICY IN MANAGEMENT[Internet]. 2014;5(13-14):45-60. Available from: https://sid.ir/paper/199019/en

IEEE: Copy

HOSSEIN VAZIFEHDOUST, and MARYAM ABDOLI, “THE USE OF ORGANIZATIONAL CAPABILITIES TO INCREASE CUSTOMER VALUE (CASE STUDY: MARKETING MANAGERS AND EXPERTS OF SEPAH BANK),” IRANIAN JOURNAL OF PUBLIC POLICY IN MANAGEMENT, vol. 5, no. 13-14, pp. 45–60, 2014, [Online]. Available: https://sid.ir/paper/199019/en

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