Evaluating intangible market assets within the framework of the orientation towards customer relationship management - an analytical study of the opinions of a sample of managers and customers at Rafidain Bank “Middle Euphrates Branches”

Abstract

The research aims to assess the current intangible market assets a
framework the customer relations management, and embodied the main
problem of the study questionably fundamental view how the bank can enhance
its market intangible assets by adopting the philosophy of customer relationship
management. The study sample target managers in the Rafidain Bank, as well as
his clients, has reached the sample under analysis (103) individual heads of
departments and branches, offset (103)customer of the bank.
For the purpose of data collection research relied on the questionnaire as the
main tool has been developed in the light of the views and thoughts of
researchers and specialists in the field of study variables. After unloading the
form of data, subjected to statistical analysis using factor analysis, Cronbach
alpha and reliability coefficient compound, and simple correlation coefficient
and adoption programs (Spss, LISRAL) In light of the results of the
statisticalanalysis, devised Find a set of conclusions was the most important:
bank can enhance its assets market is through the adoption of concrete
philosophy of customer relationship management.
Based on the conclusions reached by the research, was derived a set of
recommendations, the research community can find to overcome some obstacles
present or future, especially since the banking industry in Iraq is witnessing
continuous shifts as well as the diversity of the needs and desires of customers.
Perhaps the most important of these recommendations was the need to adopt
management banks surveyed for customer relationship management philosophy
and work to make them, and take the requirements of strengthening market
intangible assets through incorporating the Bank\\\\\\\\\\\\\\\\'s vision and mission and try to
enter into new markets.