A Survey of the Relationship between Quality of Work Life and Customer Relationship Management Case Study: Keshavarzi Bank Branches of Kermanshah

ABSTRACT: In recent years, the term “Customer Relationship Management) has taken considerable attention in marketing, information technology, etc. and University students, software sellers, counselors of business are involved in this field. Thus, the term Customer Relationship Management (CRM) that is the organization attempts to deliver high value to the customer is developed. Another concept that is a major social issue in contemporary management is quality of work life concept. But in the past decades, only the personal life (not work life) was emphasized. The followers of the quality of work life attempt to search for the new systems to help the employees to have balance between the work life and their personal life. The present study evaluated the relation between the quality of work life and Customer Relationship Management (CRM) in Keshavarzi bank branches of Kermanshah. The study is applied in terms of aim and it is descriptive-correlation in terms of method. The study population, data collection measure were two questionnaires of evaluating CRM and the quality of work life and the validity was supported via content validity and the reliability was calculated by Cronbach’s alpha as 0.798, 0.806, respectively. The data were analyzed by Pearson correlation test. The results of the study from the views of the employees showed that there is a direct and significant relation between all components of the quality of work life and CRM, except the total space of work life of the employees.

Quality of work life, Customer Relationship Management (CRM), Quality of work life criteria of Walton