Investigation of customer relationship management practices in iranian banking industry

Banking is a highly customer oriented activity in Iran and other developing countries. Iran is emerging as a global player in contemporary economy and has adopted CRM practices in various sectors of economy including banks. In this research primary data was gathered from 400 respondents who represented the top, middle and lower management of public and private banks of Iran. The respondents were selected on the basis of simple random sampling techniques. The study also revealed that the attitude towards CRM by Iranian banks’ personnel is unfavourable.