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secret of success in every business. Hence, the concept of relation to customer management meaning the attempt of organization to provide the customer value is considerable. Also considering the important of effective management of customer relationship, analyzing the role of infrastructure capability(including: Technology, human sources and business sources, culture, knowledge management and learning) and customer (including: customer orientation, customer separating and customer conception) can be used as the useful tools of specializing for organizations specially banks to increase the quality of information in customer management systems. So the goal of this research is analizing the roles of infrastructure capability and customer to increase the information quality in CRM systems of bank system. For this purpose the study of literature were designed a questionnaire including five main construction with 57 questions and distributed among city managers and experts of the Shiraz Melli Bank. To analysis the datas firstly the reliability and validity of each of the constructs of the research model were evaluated, then conceptual model was fitted by using the path analysis and structural equation. The results of the study indicated that infrastructure capability directly positively affects overall of the bank performance and customer information quality, and customer capability positively affects Customer relationship performance, and also customer information quality positively affects Customer relationship performance and overall of the bank performance.

Keywords: Infrastructure Capability – Customer Capability – Customer Information Quality – Customer Relationship Performance – Overall of the Bank Performance – Customer Relationship Management Systems.

The Thesis of M.Sc in Science & Art University
Department: Management

The Roles of Infrastructure Capability and Customer Orientation in Enhancing Customer-Information Quality in CRM Systems (Case: Shiraz Melli Bank)

Supervisor:
Dr Hossein Sayyadi Tooranlo

Advisor:
Dr Alireza Naser Sadrabadi

Research by:
Neda Heydari Sarvestani

OCT .2014

1. Infrastructure Capability
2. Customer Relationship Management
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2. Keramati et al
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5. Jayachandran et al
6. Missi et al
7. Hill
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1. Teo et al
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1. Customer Relationship Management
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2. Up Selling
3. Cross Selling
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2. Sin et al
1. Porter
2. Davenport & Short
3. Enterprise Resource Planning
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3. Storbacka & Lehtinen
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5. Mooney et al
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