International Journal of Nonlinear Analysis and Applications

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

Document Type : Research Paper

Authors

1 Department of Management, United Arab Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates

2 Department of Business Management, Firuzkoh Branch, Islamic Azad University, Tehran, Iran

3 Department of Business Management, Yadegar Emam Branch, Islamic Azad University, Tehran, Iran

4 Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

Abstract

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.

Keywords

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International Journal of Nonlinear Analysis and Applications
Volume 16, Issue 4
April 2025
Pages 121-135
  • Receive Date: 04 July 2023
  • Accept Date: 28 September 2023