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Studying the Relationship Between Different Dimensions of CRM and Innovation Capabilities in Melli Bank of Iran Peyman Ghafari, Reza Karjalian, Ali Mashayekhnia

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Studying the Relationship Between Different Dimensions of CRM and Innovation Capabilities in Melli Bank of Iran Peyman Ghafari, Reza Karjalian, Ali Mashayekhnia World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering Vol:5, No:12, 2011 Studying the Relationship between Different Dimensions of CRM and Innovation Capabilities in Melli bank of Iran Peyman Ghafari, Reza Karjalian, Ali Mashayekhnia Abstract—This paper investigates the relationship between interaction between the business and its customers. Thirdly: different dimensions of customer relationship management and CRM is not identical with technology (e.g. software). innovation capabilities in Melli Bank of Iran. Five dimensions of Generally it can be said that CRM is a constant process CRM include information sharing, customer involvement, long-term including creation and application of market intelligence partnership, joint problem solving and technology-based CRM are knowledge in order to create and maintain customer selected to measure their relationship with innovation capabilities including innovation in product, innovation in process, innovation in relationship portfolio which has the highest output [1].[2] administrative affairs, innovation in marketing, and finally innovation believes that a company’s real value relies on the value which in services. Research findings indicate that there is significant it creates for its customers and a value that returns the relationship between CRM dimensions and innovation capabilities in customers to the company. So it is important to bear in mind Melli bank of Iran. that value does not rely on more information and more developed technology. Value is created by knowledge about Keywords—Customer relationship management, Innovation customer and that how the company uses this knowledge for capabilities customer relationship management. Knowledge is the base of CRM and unfortunately few companies change the I.INTRODUCTION information in to customer knowledge, therefore most IN today’s world which is highly undergoing technological companies lose the opportunity of value creation for evolutions and its everyday effects on human life, customers. Anyway, CRM, if used property is an instrument organizations cannot survive without adjusting to external for increasing profitability [2]. environment and creating new ideas and commercializing them. So for successful presence in world markets, A. Key Dimensions of Customer Relationship organizations should try to develop and apply new ideas. In Management fact, innovation is a response that organizations show against Generally, researchers divide different mechanisms of evolutions and changes so that they can survive and develop customer relationship management into internal and external themselves in competing with other companies. On the other programs. Internal programs emphasize on organizational hand customer relationship management (CRM) system in structure, culture and knowledge management while external organization not only retains the customers but it encourages programs include interactive activities with customers (for the customers to offer valuable recommendations and example information exchange with the customer or involving suggestions for improving and promoting products and him/her). From this point of view the present paper has services. Today customer relationship management realized as focused on external programs of customer relationship a factor for improving innovation capabilities and obtaining management five famous activities of customer relationship competitive advantages in the market and it will be effective management are explained as follows. and efficient for organizations performance. B. Information Sharing Information sharing refers to the exchange of essential and II. CUSTOMER RELATIONSHIP MANAGEMENT exclusive information between organizations and their Various definitions have been suggested for customer customers through interactive activities. This information relationship management. The commonality of all these includes some matters such as market demand, customer definitions is that first, CRM is related to business strategy preferences, sales promotion, introducing new products to the especially that part which focuses on customer. Second, CRM market and so on [3]. International Science Index, Economics and Management Engineering Vol:5, No:12, 2011 waset.org/Publication/1201 is about business processes and supports and reinforces C. Customer Involvement This term means involving the customer in activities related to development and improvement of a new product, holding technical meetings, supply chain annual conferences, and PeymanGhafari, Islamic Azad university of Arak, faculty of management, department of business management (phone and fax : 00988614130025; market evaluation conferences. Usually, customers provide email: [email protected]) market trend and technical support for the organizations there Reza Karjalian, Islamic Azad university of Arak, faculty of management, pore; it should lead to better understanding of future market department of business management (email: [email protected]) Ali Mashayekhnia, Islamic Azad university of Arak, faculty of demands [4]. management, department of business management (email: [email protected]) International Scholarly and Scientific Research & Innovation 5(12) 2011 1846 scholar.waset.org/1307-6892/1201 World Academy of Science, Engineering and Technology International Journal of Economics and Management Engineering Vol:5, No:12, 2011 D. Long-term Partnership techniques, equipments and software which are used in Long-term partnership means that there is commercial producing goods or offering services. Equipping of production relationship with trust and commitment between two parties or line with a new automation and using –computer-aided design two organizations. In this partnership both parties must have for producing product are the examples instances of new similar goals and follow mutual profits based on a reliable and production methods [9]. dependablebase [5]. D. Marketing Innovation E. Joint problem-solving Marketing innovation is implementing new marketing This term can be described as a kind of collaboration methods including fundamental changes in designing or between organizations and customers for solving problems packing the product,product advertising, supply place or and also sharing the responsibility when a problem occurs or product pricing. The goal of marketing innovation is better difficult and unexpected conditions are encountered [6]. understanding of customers, needs, opening new markets and F. Technology-based CRM introducing the organizations new product of agency in the market, in order to increase the company’s sale. One of the Reference [4] believe that this term includes organizations aspects of marketing innovation is a change in product design that use computer technology to facilitate different activities which is a part of new marketing concept. Here, change in of CRM and actively offer technical aides including data product design means change in the shape and appearance of storage, data mining and CRM software systems to their the product without any change in the applied or functional customers [4]. features of the product. Innovation in pricing includes using new strategies of product pricing and company’s services in III. INNOVATION the market. For example a new method is used for the first Innovation is derived from the Greek word "Innovare" time to diversifying the price regarding to demand (when meaning building a new thing. Schumpeter (1934) was the demand is low, price is also low) or a new method is first to state innovation in a scientific form. In fact, he sought introduced allowing the customer to select his/her desired to realize the factors influencing on the economic growth of specifications of products in the website of company and countries when he found the crucial role and importance of observes the prices [9]. innovation in the growth of countries [7]. Peter Drucker (1985), the father of management science, E. Administrative Innovation introduced innovations a special tool of entrepreneurs through Administrative innovation is implementing new which one can use change as an opportunity to offer service organizational methods in business approaches of the agency, and business considered innovation as a learnable and workplace organization or external relation. The goal of applicable capability in organizations. The most important administrative innovation is increasing company performance point in Drucker’s definition is the learnable capability of by a decrease in administrative costs and exchange costs, innovation in organizations by entrepreneurs for changing the improving satisfaction in the work environment, having access threats into profitable opportunities [8]. to non-tradable incomes(such as non-codified external A. Different Dimensions of Innovation Capabilities knowledge) or decreasing in logistics costs [9]. Looking more meticulously at Joseph Schumpeter’s Administrative innovations and administrative changes are definition, we could find that he has distinguished four kinds different in that administrative innovation is implementing a of innovation; furthermore, this division can be seen in the new organizational approach which has not been used in the new edition of Oslo instruction. The four kinds are: product organization before. Moreover, these innovations are the result innovation, process innovation, marketing innovation and of organizational decisions which are made by the organizational innovation
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