Implementation of IT and Customer Relationship Management Capabilities on Marketing Performance in Banks
DOI:
https://doi.org/10.63053/ijmea.69Keywords:
IT Capabilities, Customer Relationship Management, Marketing PerformanceAbstract
This study aimed to measure the effect of information technology and customer relationship management capabilities on marketing performance - an empirical study on commercial banks in Isfahan. The sample consisted of general managers of branches working in Isfahan banks that used information technology in their performance (150 questionnaires were distributed to them, but (131) questionnaires were retrieved and only (117) questionnaires with a rate of (78%) were suitable for statistical analysis.. . The results of the study show that customer relationship management has a direct positive and significant effect on marketing performance and indirectly has a significant positive effect of information technology capabilities on marketing performance.
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