The Effect of Customer Relationship Management Strategy on Customer Satisfaction According to the Mediating Role of Innovation Capability in the Banking Industry

Abstract

The current research was conducted with the aim of the effect of customer relationship management strategy on customer satisfaction, considering the mediating role of innovation capability in the banking industry. The current research method is applied in terms of purpose and descriptive-survey in terms of type of research. The statistical population of the research is made up of 230 managers and employees of state-owned banks in Tehran, who were selected using stratified random sampling. In this research, a researcher-made questionnaire was used to collect data, and the reliability and validity of the questionnaire were also examined and confirmed. Statistical tests and measurement models were used to analyze the data. The software used in descriptive and inferential statistics and SPSS and SmartPLS software were used. The results showed that customer relationship management strategy has an impact on customer satisfaction due to the mediating role of innovation capability.