Assessing the Quality of Applied Services in Mobile Customer Relationship Management: Case Study of Banking Informatics Corporations in Iran

Today’s organizations need to promote profitability, reduce costs, increase market share, increase customers’ satisfaction and other cases that cause to increase validity and create value and meet organizational strategy, while reducing risks and costs in order to gain values and innovation for the organization. In this research, we aim to measure customer’s perspective from quality of provided services through mobile customer relation management. In this regards, we evaluate banking informatics corporations based on SERVQUAL model that use fivefold dimensions of quality of services. The goal of this research is to identify variables effective on customer relation management through mobile phone and its output variables and provide a model based on these variables. Hence, MCRM has been measured with effect of independent variables on outputs on study case of bank informatics organization (as a provider) and bank (as a customer). Questionnaires were used for data gathering from customers. The results showed that banks have found physical dimension and guarantee are closer to their expectations rather than other dimensions of quality, while dimension of accountability is far from their expectations. The correlation analysis between dimensions depicted that there was maximum correlation between dimensions of accountability and physical dimension, while there was minimum correlation between dimensions of empathy and capability of trusts. With respect to perceptions, there was maximum correlation between dimensions of guarantee and accountability, while minimum correlation was between accountability and trust capability.