THE EFFECT OF CLOUD COMPUTING ON EFFECTIVENESS OF CUSTOMER RELATION MANAGEMENT IN ELECTRONIC BANKING INDUSTRY: A CASE STUDY OF EGHTESAD NOVIN BANK

摘要

In the past, customers expected of producers to deliver goods and services on time, with good quality and cheap price. The business was mostly relationship-based and the middlemen in distribution chain were powerful. Alongside the wide distribution of products, the main competition was for maintaining services and developing products and facilitating customers’ purchase not for maintaining customers’ relationship. But nowadays, organizations work in a complex and dynamic environment, the competition between organizations has increased, life cycle of products has decreased and organizations’ lifetime reaches their decline phase more rapidly. In many cases, producers produce goods with similar quality and it is the customer who make buying decision. Accordingly, in present study we evaluate the effect of cloud computing on effectiveness of customer relation management in electronic banking industry regarding Eghtesad Novin Bank.