Examining the impact of customer relationship management (CRM) on competitive advantage in the branches of bank Melli, and bank Saderat in the cities of Omidiyeh, Aghajari, and Miankuh

This study examined the impact of customer relationship management on competitive advantage. The study population consisted of Saderat and Melli banks of Omidiyeh, Aghajari, and Miankuh, consisting of three Saderat banks, and five Melli banks in Omidiyeh, one Saderat bank, and one Melli bank in Aghajari and Miankuh. The sample size of each of the banks has been determined using simple random sampling and Krejcie and Morgan table. The study is applied in terms of purpose, descriptive in terms of data collection, and causal in terms of relationships between the variables of the study, and specifically is based on structural equation modeling. To measure the research variables questionnaires of (customer relationship management and competitive advantage) and statistical analysis methods using software SPSS.18 and LISREL.8.5 were used. The results of questionnaire analysis showed that CRM has a significant and positive impact on competitive advantage.