The impact of application of customer relationship management principles on customer satisfaction in attracting visual deposits of Mellat Bank

Analysis of current state of Iranian banks from the customers’ perspective showed that most of the Iranian banks lack any appropriate plan to serve the customers. The shortcomings which are referred to are low speed in providing services, the lack of accurate informing, and lack of proper timing of expectation time for customers’ bank receiving services. The purpose of this research is application of customer relationship management principles to increase the customers’ satisfaction and attracting rate of visual deposits of different bank branches. The research is a kind of descriptive – analytical and correlative one. And it is a practical research. The data were collected by 384customers of Qazvin Mellat bank via questionnaires and the methods were applied to analyze the information are ANOVA (analysis of variance), Duncan’s range test and correlation analysis. The results showed that application of customer relationship management principles (CRM) effects on customer satisfaction in attracting deposits.