M.A. Thesis:

Relationship between educational vitality and goal orientation with social utility of high school girl students in sabzevar

The purpose of this study is to investigate the effect of information processes of the customer relationship management on customer-driven performance, which is based on profit and relationship with regard to the moderating role of readiness of customer relationship management and interactivity in public and private banks in Qaemshahr. This is an applied research. Data have been collected using a descriptive-survey method. Data analysis method is correlational and the questionnaire has been used for data collection. The statistical population of this study is all managers of branches of private and public banks in Qaemshahr city with 90 branches. According to the census, the sample size is the same as 90 managers, that questionnaires were distributed among them. The data were analyzed by descriptive and inferential statistical methods using SPSS and pls software. The hypotheses presented in this study are six hypotheses that were examined using structural equation modeling. The results support all the research hypotheses and showed that information management processes related to customer relationship management based on profit-oriented and customer-oriented performance with regard to the moderating role of readiness of customer relationship management and interactivity in the branches of public and private banks in Qaemshahr city have a significant effect.

Keywords: Management of Relationship with Customer , Customer-Oriented Performance, Interaction, Readiness