چکیده مقاله
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
کلیدواژهها
نویسندگان
Mahdi Aliyari
Department of Architecture, Islamic Azad University, Shabestar Branch, Shabestar, Iran
شیوه ارجاع
Aliyari, Mahdi,1404,Implementation of IT and Customer Relationship Management Capabilities on Marketing Performance in Banks,1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404