Modeling and Simulation of Electronic Management of Customer Relationship with the Purpose of Studying Customer Loyalty (A Case Study of Tejarat Bank)

In this study, the level of bank customer loyalty has been investigated through modeling and simulation of electronic management of customer relationship. The research method is descriptive and analytical. The research context includes Tejarat Bank branches in Tehran and the data were collected through semi-structured interviews through the Delphi technique. The approach used in this research is dynamic systems, which is one of the most well-known methods for analyzing complex systems. This approach, using systems thinking, discovers the problems of complex systems by means of mathematical modeling. Due to the dynamic nature of analyses, on the one hand, the range of problems in complex systems is defined well, and on the other hand, the current situation and the desired state are presented based on computational analyses. This approach is a methodology for studying and managing complex feedback systems such as existing systems in the field of business, economic systems, population studies, and other social systems. Models are made from the combination of diagrams, graphs, and equations. Moreover, how variables change over time is represented. The research results show that in order to survive in the competitive conditions of the current market, Tejarat Bank should move in a direction where the four factors of electronic banking, customer support, security, and surplus services will be promoted. Knowing and understanding the system factors and how they affect the entire system is very important. Using the dynamic systems method provides this possibility well.