摘要：In the presence competitive world, customer plays an important and fundamental role to preserve any organization's place and at the end its survival. Customer Relationship Management (CRM) is an applicable necessity in any organization; and if applied right it can increase its previous customers satisfactory, loyalties and attract new ones. Here we study the factors effective on CRM at Saderat bank of Yazd (SBY) Province, Iran. In this paper we review the speculative literatures about this subject to find its assumptions and a conceptual model to describe it. The main aim of this study is to be applicable. We gather data to describe its basics and it's a measurable research. Our Target Group were 600 employees of SBY. We collect 234 questionnaire from this target group. We used Cochran's formula at error of 5%. A computerized program based on Statistical Package for the Social Sciences (SPSS) method was used to establish our conceptual model. Our discoveries showed that finding effective factors influenced by successful CRM at SBY and utilizing them, we can develop and improve any other organizations ability to a better CRM services. It is safe to say that knowing the factors that can drive an organization to its knee using improper (corrupt) CRM and avoiding them, they can increase organization's efficiency from its investments. Our results, [obtained by statistical presumptions and Structural equations of Model (SEM) & used to prove our studies assumptions] shows that our primary assumptions, (knowledge managements, Customer Orientation and Technology) are all effective on CRM.
关键词：CRM; BSY; knowledge management; Customer Orientation; Technology; IT (Information Technology).
