Developing a Model of Customer Relationship Management (CRM) for Sina Bank – A Case Study on Branches of Sina Bank in Isfahan City Allameh Sayyed Mohsena, Shahin Arashb, Nasrabadi Hosseinali. B.c, Raghibi Atefehd aAssistant Professor and Member, Scientific Board of Management Team, University of Isfahan, Iran bAssociate Professor and Member, Scientific Board of Management Team, University of Isfahan, Iran cM.A of Public Administration, Faculty of Management, Azad University, Iran dMSc Graduate, Administrative and Economics Faculty University of Isfahan, Iran Online published on 20 February, 2014. Abstract The purpose of this study was to develop Customer Relationship Management (CRM) model for the Sina Bank in the Isfahan city. To achieve this purpose, a five-step approach has been proposed involving vision and strategy, information architecture, process architecture, technology architecture and evaluation metrics. A questionnaire has been used for data collection and has been distributed 39 experts of Sina Bank. The questionnaires were completed based on the important and necessity of items. For data collection, convenience sampling has been applied and the validity of questionnaire has been confirmed using content validity, face validity and construct validity. The reliability of data has also been calculated and confirmed using Chronbach's Alpha. The research findings indicated appropriate sub-processes for the model development and also determine priorities of sub-processes and their correlation. Consideration of the needs and values expected by customers and satisfying their needs, analysis and filtration of bank customers’ data, assurance of employees’ commitment to undertaking SRM strategy, development of customer management relationship technology and provision of cognition phase and evaluation of current status demanded highest necessity among all the sub-processes. Finally, the relationship between appropriate sub-processes has been specified and the final developed model has been determined. Top Keywords Customer Relationship Management (CRM), Data Architecture, Technology Architecture, Process Arcitecture, Customer Relationship Management Model. Top |