The Effect of Social Customer Relationship Management on Financial Performance with the Mediating Role of Customer Commitment and Customer Satisfaction (Case Study of a Private Bank in Khuzestan Province)

The aim of this study was to investigate the effect of social customer relationship management on financial performance with the mediating role of customer commitment and customer satisfaction (case study of a private bank in Khuzestan province). The research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population in this study was all employees of private banks in Khuzestan province and 100 employees. The sample size was selected using the Cochran's formula of 80 employees; And the sampling method is simple using random method; And standard financial performance questionnaires of (Qaranfleh et al, 2010); Customer Relationship Management (Alavi Shad, 2010); Lee and (Cunningham, 2001) and (Wang, 2018) customer satisfaction were fulfilled; Using Cronbach's alpha test, the reliability of Financial Performance Questionnaire (0.85), Social Customer Relationship Management Questionnaire (0.86), Customer Commitment Questionnaire (0.88) and Customer Satisfaction Questionnaire (0.87) were obtained. Collected data were analyzed using SPSS software version 26 and descriptive statistics (mean, standard deviation, etc.) and for structural equations from AMOS software, the results showed; Social customer relationship management with the role of mediating customer commitment and customer satisfaction has a positive and significant effect on the financial performance of private banks in Khuzestan province.