Determining the Dimensions of Electronic Customer Relationship Management (E-CRM) in Gharzolhasaneh Mehr Iran Bank

This study is aimed at determining the dimensions of electronic customer relationship management (eCRM) of Gharzolhasaneh Mehr Iran Bank. The qualitative research method was thematic analysis using an exploratory inductive approach in which 4 main dimensions (comprehensive themes), 13 components (organizing themes), and 116 indicators (basic themes) were presented. Then the experts agreed on these items and finally, 104 indicators (basic themes) were approved. Content validity (0.42) was confirmed, reliability was 0.95 through the Holesti method. 4 business dimensions (branding, marketing, customer strategy, and advertising components); Administrative dimension (organizational) (organizational structure, value creation strategy, and organizational culture components); Communication dimension (information components, information technology, interaction, and support), and also management dimension (financial management, knowledge and learning management components) were identified and approved. This model can be used as a basis for planning to enhance and improve the quality of the eCRM system for use in Gharz al-Hasna Bank.