... in this section. Sofiyabadi et al. (2020) point out that according to ILiA Corporation (2016), the Iranian banking industry generates up to 2.5% of the GDP of the country and has the second-highest penetration rate in the Middle East and North Africa (MENA) region, which is more than 40...

... of banking industry in Iran as a developing country, the results of this study could help policy makers of the surveyed bank to realize the importance of CRM's criteria and characteristics in increasing customer satisfaction. Since the role of quality became evident in everyday life, the service quality...

...-and-effect relationship among the variables data to be gathered longitudinally. Originality/value – To the best knowledge of the authors this study is the first attempt to survey the relationship and the effects of CRM processes on the service quality of banking industry in the context of Iran...