Designing a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture

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KHODADAD HOSSEINI SEYED HAMID; Alsabri Basheer; MOSHABAKI ESFAHANI ASGHAR; AHMADI PARVIZ

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Journal Paper

Paper Information

Journal: JOURNAL OF BUSINESS STRATEGIES Year:2019 | Volume:26 | Issue:13 Page(s): 19-38

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Information Journal Paper

Title

Designing a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture

Author(s)

KHODADAD HOSSEINI SEYED HAMID | Alsabri Basheer | MOSHABAKI ESFAHANI ASGHAR | AHMADI PARVIZ | Issue Writer Certificate

Keywords

Customer Relationship StrategiesQ1

Customer Relationship Management (CRM)Q2

Marketing PerformanceQ1

Service Quality of Electronic BankingQ1

CultureQ2

Abstract

In the era of modern technology, providing superior e-banking services and benefitting customers from new technologies will be the basis for each bank's superiority over its rivals. Therefore, the proper way of attracting and communicating with customers and improving the quality of e-banking services can provide a platform for improving the Marketing Performance of banks. Accordingly, the main goal of this research is to recognize the position of customer relationship management strategies to improve the quality of electronic services in order to enhance Marketing Performance. In this research, a descriptive-correlation analysis of the required data from the statistical population of customers and employees of Parsian Bank branches in Tehran was gathered. The main instrument for collecting data is a questionnaire. After obtaining validity and reliability, 384 samples were sampled for clients and 217 were distributed to the staff of the statistical society. Data were analyzed using the Structural Equation Modeling Software through PLS software. The results of analyzes indicate confirmation of research hypotheses about the effect of the relationship between variables.

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APA: Copy

KHODADAD HOSSEINI, SEYED HAMID, Alsabri, Basheer, MOSHABAKI ESFAHANI, ASGHAR, & AHMADI, PARVIZ. (2019). Designing a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture. JOURNAL OF BUSINESS STRATEGIES, 26(13 ), 19-38. SID. https://sid.ir/paper/253032/en

Vancouver: Copy

KHODADAD HOSSEINI SEYED HAMID, Alsabri Basheer, MOSHABAKI ESFAHANI ASGHAR, AHMADI PARVIZ. Designing a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture. JOURNAL OF BUSINESS STRATEGIES[Internet]. 2019;26(13 ):19-38. Available from: https://sid.ir/paper/253032/en

IEEE: Copy

SEYED HAMID KHODADAD HOSSEINI, Basheer Alsabri, ASGHAR MOSHABAKI ESFAHANI, and PARVIZ AHMADI, “Designing a Bank Marketing Performance Model: Explaining the Role of E-Banking Services Quality, CRM Strategies and the Moderating Role of Culture,” JOURNAL OF BUSINESS STRATEGIES, vol. 26, no. 13 , pp. 19–38, 2019, [Online]. Available: https://sid.ir/paper/253032/en

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