Study of relationship between knowledge management and customer relationship management to organizational performance (Case Study: West Azerbaijan province’s interest-free Mehr bank)

Abstract

This study aimed to identify the relationship between knowledge management and customer relationship management to organizational performance in West Azerbaijan province’s interest-free Mehr bank. This study is an applied descriptive method. Research hypothesis consists of 3 main hypotheses and 11 subhypotheses. The populations of the research were directors and staff of the Mehr Bank of West Azerbaijan province which numbers 772 people. 257 samples were obtained using Cochran formula. In order to collect questionnaire data from customer relationship management and knowledge management and organizational performance questionnaire was used. Validity was confirmed by the advisors and a number of professors of management and reliability was assessed using Cronbach's alpha. As well as to collect information, a questionnaire was sent to staff and managers of banks. After completing the questionnaire in order to test data analysis using Kolmogorov-Smirnov, regression analysis and the Pearson we conclude that the relationship between aspects of customer relationship management (identification of needs, understanding, flexibility, customer orientation loyalty) and the dimensions of knowledge management (knowledge, storing knowledge, understanding, knowledge, application of knowledge) and there is a strong relationship by the performance of banks in the financial sphere, customers, processes, learning and growth.