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Studying the Relationship between Different Dimensions of CRM and Innovation Capabilities in Melli Bank of Iran

Authors: Peyman Ghafari, Reza Karjalian, Ali Mashayekhnia


This paper investigates the relationship between different dimensions of customer relationship management and innovation capabilities in Melli Bank of Iran. Five dimensions of CRM include information sharing, customer involvement, long-term partnership, joint problem solving and technology-based CRM are selected to measure their relationship with innovation capabilities including innovation in product, innovation in process, innovation in administrative affairs, innovation in marketing, and finally innovation in services. Research findings indicate that there is significant relationship between CRM dimensions and innovation capabilities in Melli bank of Iran.

Keywords: Customer Relationship Management, innovation capabilities

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