ASSESSING THE MEDIATING ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT IN RELATION WITH ORGANIZATIONAL LEARNING ON ORGANIZATIONAL PERFORMANCE (CASE STUDY: BRANCHES OF GHAVAMIN BANK IN GUILAN PROVINCE)
Abstract. Nowadays performances of banks and identification of its effective factors has much importance.
Because in current competitive world organizations are active in an environment that permanently need improving performance and should try to achieve high performance. In this direction current research for considering the role of CRM in relation with organizational learning and performance in Ghavamin bank has been designed as private bank in Guilan province. Statistical society of current research includes staff of Ghavamin bank in Guilan province and method of sampling I this research is random-classified one that 155 staff out of statistical society of 190 ones were chosen as sample. Method of data collection in this research was field study and its tool is questionnaire. For proving validity of questionnaire content validity and for determining reliability cronbach alpha coefficient was used. For testing hypothesis of research structural equation modeling was used by using lisrel software. Result showed that
organizational learning has direct effect through bank’s performance and through CRM it has positive effect.
Keywords: Organizational learning, Organizational performance, CRM.
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