Impact Organizational Learning is about CRM Performance Regarding the Relationship Between Integration of Marketing(مقاله علمی وزارت علوم)
حوزههای تخصصی:
Purpose: What is changing today is expanding customer loyalty. In organizations such as the Melli Bank, customer relationship management is more sensitive. Because the customer is considered to be part of the service provided in the service delivery process, and the customers are the lifeblood of the banks. The Melli Bank can not only seek new customers, but also keep customers and convert them to loyal customers as one of the priorities. Customer relationship management is a multi-faceted approach to marketing, sales and customer care. The Melli Bank manages customer relationship management in order to create customer loyalty and improve organizational performance. The purpose of the present study was to identify the organizational impact on organizational performance by considering the relationship between marketing integration in the employees of the Melli Bank of Isfahan Is. Methodology: This research, in terms of applied purpose and in terms of nature and method, is a descriptive survey. The statistical sample is 299 employees of the Melli Bank of the city of Isfahan. Findings: The method of collecting theoretical bases, libraries and data collection tools, a researcher-made questionnaire with Cronbach's alpha, 0/851 and response rate of 0/93.Conclusion: The results of the analysis indicate that organizational learning is effective on the performance of communication management.