Customer relationship management (CRM) is always considered as an essential task for increasing customer satisfaction for mobile banking (m-banking), and it is, like other areas of marketing, constantly evolving and updating. Also the vast use of the mobile banking by internet users, persuades electronic banking to use customer relationship management system in adoption mbanking. In this paper, the effects of using CRM system in the adoption m-banking on customer satisfaction and interaction, which is considered as the most important factor in the success of banking industry, is analyzed. The case studies of this paper are Iran top e-banks and the sample population chosen, are the customers of these banks, and a conceptual model is suggested to analyze the use of adoption of mobile banking on customer interaction and satisfaction. Factors that are introduced as influencing variables in this model on the customer satisfaction and interaction are: affective commitment, trust, loyalty, willingness to re-visit, number of visits, profitability, and Involvement. Collecting information in this article is performed by completing 243 questionnaires by staff of the communication with customers sector of these banks and their customers. The results of the statistical analyses conducted on these data indicate that all the variables addressed in the model, have a positive impact on the customer relationship and satisfaction except the trust.

Introduction

The bank’s ability to create and maintain customer satisfaction, is a key index which may strongly determine the success of the business. In order to create and keep up the competition with other competitors, it is necessary that banks try to provide superior service to customers so as to increase customer satisfaction. To achieve this, it is very important that banks carefully understand customer needs and discover their desires, and be able to provide products or services to customers that meet their demand or exceed their expectations. In these particular cases, the customer relationship management (CRM) can help the bank reach this important task. while the traditional CRM is executed through software systems and data bases, and is usually used by large banks, there is evidence that mobile banking, as an emerging phenomenon, are utilized to facilitate the implementation of the CRM by small banks (Trainer et al., 2014; Wu et al., 2005; Zhao, 2015). The emergence of the mobile banking, changed the way people communicate with each other and made organizations and banks to run their own websites on mobile banking so that they can communicate and interact directly with their customers (Martinez et al. 2013; Hajli et al., 2014; Malthouse et al., 2013;). On the one hand, the mobile banking has the power turn offline customers who are not a member of electronic banking, into online customer; and on the other hand it is highly permeable and timely because of the viral information spread (Kaplan et al. 2010).