Feasibility of customer relationship management implementation from employees and managers perspective of Melli Bank in Esfahan city

The purpose of this study is the feasibility of customer relationship management implementation from employees and managers' perspective of Melli bank in Esfahan city by using structural equation modeling (SEM). This study is applicable in terms of purpose and descriptive –survey in terms of method. The sample population of this study was employees and managers of Melli bank in Esfahan city in 2014. The result of this study show that the model used in this study is an appropriate model for evaluating the customer relationship management in terms of fitting model parameters in Melli bank in Esfahan city. The result also showed that all components of customer relationship management had sovereignty in Melli bank in Esfahan city. According to the result, it is recommended that employees and managers of Melli bank by increasing focus on key customer and keeping them, organizing business about CRM, sharing and managing knowledge and using of update technology can increase CRM in organization and cause customer satisfaction.