The survy impact of customer relationship management on customer satisfaction with the mediating role of brand equity

Today, customer satisfaction and retention in service industries such as the banking industry is essential for the continuation of the activities of organizations and is considered as a strategy for creating a competitive advantage. Therefore, the purpose of this present study was to investigate impact of Customer relationship management on customer satisfaction with the mediating role of brand equity. The present study is of a survey type in terms of practical purpose, in terms of descriptive method and in terms of the way of collecting study data. The statistical population in this study includes the customers of Bank Mellat branches in Mashhad (N = 488). The statistical sample of the study was selected from among customers by simple random sampling method, according to Cochran's formula, the number of samples was equal to 277 people. In order to collect information, measure and test the study variables, three questionnaires were used. To measure the variable of customer relationship management, the standard questionnaire of Morgan and Hunt was used, and to measure the variable of customer satisfaction, the standard questionnaire of the model of Lee and Torin was used. And to measure the brand equity variable, Delgado standard questionnaire was used. The content validity of the questionnaire was confirmed by experts, the structure validity of the questionnaire was confirmed by factor analysis and the reliability of the questionnaire variables using Cronbach's alpha coefficient. In the present study, Data were analyzed using SPSS 24 and Smart PLS 2 softwares and structural equation modeling method. The results indicated that customer relationship management has a positive and significant effect on customer satisfaction and brand equity. The effect of brand equity on customer satisfaction is also positive and significant. Also, considering that the indirect effect of customer relationship management on customer satisfaction was significant, as a result, the mediating role of brand equity in the relationship between customer relationship management and customer satisfaction was confirmed.