Improving performance of customer relationship management by knowledge management — A case study

In recent decade, Persian banks lose a competitive power in an international banking industry because of their poor customer relationship management (CRM). Knowledge management (KM) has a significant role for implementing and improving the CRM system. This paper is carried out in two stages. The first stage finds an efficiency coefficient of KM factors on improving CRM by using a structure equation model (SEM) and factor analysis with data of Sepah bank. According to the budget constraint of this bank, in the second stage, a mathematical model is developed for a budget assignment in order to implement the KM factors. This model maximizes the CRM improvement. Finally, this paper reports the associated results by solving the given problem.