The Effect of Integrated Marketing Communication (IMC) on Customer Relationship Management in Private Banks in Zahedan City

• Published in: Pizhūhish/hā-yi mudīriyyat-i ̒umūmī (Online) 2020-02, Vol.12 (46), p.279-304
• Main Authors: Aleme Keikha, Mohsen Nouridelavar, Hassan Keikha
• Format: Article
• Language: per
• Subjects: customer relationship management; integrated marketing communications; private banks; zahedan city
• ISSN: 2538-3418; 2676-7880
• DOI: 10.22111/jmr.2020.29703.4535

Extended Abstract Abstract Optimal customer relationship management includes all marketing activities designed to establish, develop, maintain, and maintain a successful relationship with target customers. To achieve this goal, companies are trying to integrate marketing activities so they can communicate best with customers. The purpose of this research was to investigate the effect of integrated marketing communications (IMC) on customer relationship management (CRM). The statistical population consists of managers and experts of private bank’s (Ayandeh, Pasatgard, Parsiyan, and Saman) in Zahedan city which number was 120 people.that according Krejcie and Morgan table, 95 individuals were selected by simple random sampling as statistical sample. The data collection method was cross-sectional. Data collection doing with standard questionnaires. Reliability and validity of research confirmed. The data analysis method was structural equation modeling (SEM) with smart PLS3 software and result of research show that integrated marketing communications effect on customer relationship management, and the dimensions of integrated marketing communications (public relations, advertising, personal sales, direct marketing, sales promotion, internet marketing) have positive and significant impact on customer relationship management. Introduction Customer relationship management (CRM) is a sustained, planned interaction with customers to assess their needs through technology platforms. It includes using technology to ensure customer satisfaction and to organize organizational responses to sale, marketing and customer services. CRM is a customer-oriented service responding relied on personal relationships with customers to improve customer satisfaction and to maximize profit, identify profitable customers, and to deliver the highest services. Customer relationship management is an extended approach to understand and influence customer behavior through a meaningful (significant) relationship for customer enhancement, customer retention, loyalty, and customer profitability. CRM can be seen as a person-to-person marketing program and relation-oriented marketing meeting customer individual needs based on what he/she says and what he/she wants. This is a management approach allowing organizations to identify, attract, and to maintain profitable customers using customer relationship management and recognizing significant strategic customers (Osunde, 2014). Integrated marketin