مشخصات پژوهش

Customer relationship management in all the organizations, has been represented as a fundamental and applicable principal. In spite of that, using CRM will not always realized the expected results of organizations. Because the view of most of the organizations to this principal was technological point of view so this view caused failure in most of the organizations that apply that principal. Besides technology, other factors including human sources should be recognized as one of the important and key resources in the success of customer relationship management. In this regard, recognizing and evaluating effective human sources in customer relationship management, is so important. The statistical community of this research is the employees of private banks of Shiraz city and data has been collected by means of questionnaire. In order to analysing data, we have used coefficient test of Pierson and in order to prioritizing effective human factors in customer relationship management, we have used Friedman test. The findings of this research show the positive effect of human factors on the customer relationship management and amongst these, factors such as view, understanding and self-recognition of human sources guaranteed the outmost effectiveness.