CONTACTOS SOL-SATURNO

Name of the bank you are working in: Refah Maskan Saman

Pasargad

What is the type of your bank? Governmental Private

Your years of experience: Under 5 years 5-10 11-15 16-20

Appendix B

Please indicate the extent to which the following technologies have been used by your bank. Use a 1–7 scale: 1 = not at all; 4 = to some extent; and 7 = strongly.

Code Scales

CRM-TECH Technological CRM resources

TECH-V1 Collaborative CRM technologies

Col 1 1. Telephone banking

Col 2 2. Automated teller machine (ATM) Col 3 3. POS

Col 4 4. Pin Pad

Col 5 5. Internet banking Col 6 6. Email Management

Col 7 7. Mobil banking (mobile banking, SMS banking) Col 8 8. Help desk

Col 9 9. Call center

TECH-V2 Operational CRM technologies

Op 1 1. Information systems in sales activities (e.g., online distributions, transaction systems) Op 2 2. Information systems in marketing activities

(e.g., personalized marketing, offerings product information) Op 3 3. Information systems in customer service and support activities (e.g., customer satisfaction tracking, customer service)

Op 4 4. Customer database Op 5 5. Credit cards

TECH-V3 Analytical CRM technologies

Anal 1 1. Tools for customer data collection Anal 2 2. Tools for customer data storage

Anal 3 3. Tools for knowledge management in customer data analysis

Anal 4 4. Tools for analyzing customer data

Appendix B

Please indicate the extent to which you agree with the following statements. Use a 1–

7scale: 1 = strongly disagree; 4 = neither agree nor disagree; and 7 = strongly agree.

Code Scales

CRM-INFRA Infrastructural CRM resources

INFRA-V1 Human resources

HR 1 1. Your employees have shown their commitment to your customer strategy (later deleted)

HR 2 2. Your employees are well trained in using customer related technologies

HR 3 3. You have marketing and sales expertise to have a desired CRM

HR 4 4. You have qualified technical staff to provide technical support for use of technology to build satisfactory relationships with customers HR 5 5. In general, your employees accept the changes in your organization readily (later deleted)

INFRA-V2 Organizational resources

Org 1 1. The employees‘ performance are measured and the employees who meet customer needs and successfully serve the customers are rewarded

Org 2 2. You have specific programs to improve your employees‘ skills on CRM strategies

Org 3 3. There is a good synergy between all departments in your bank

Org 4 4. The information flow between the front office and the back office in your bank has been examined.

Org 5 5. You have a clear customer strategy with defined goals (later deleted)

Org 6 6. Your organizational structure is designed based on your customers‘ situations

Code Scales

CRM-PRO CRM processes

PRO-V1 Operational knowledge processes

Okp 1 1. Providing your customers with proper information about your products and services (later deleted)

Okp 2 2. Continuous collection of customer data in order to recognize them (e.g., to recognize valuable customers)

Okp 3 3. Customers tracking when they contact your bank through the touch points

Appendix B

Please indicate the extent to which the following CRM processes have been influenced by CRM resources in your bank Use a 1–7 scale: 1 = no effect; 4 = moderate effect; and 7 = extreme effect.

PRO-V2 Operational interaction processes

Oip 1 1. Welcoming the new customers

Oip 2 2. Different treatment with your customers based on their value to your bank

PRO-V3 Management processes

Mp 1 1. Studying about the products or services your customers Need

Mp 2 2. Segmenting customers (e.g., based on their needs) Mp 3 3. Analyzing your customer data

Mp 4 4. Studying your existing customers' behavioral patterns (Purchasing behavior, contacting behavior, satisfaction and loyalty, retention and defection patterns)

Appendix B

Please indicate the extent to which the following customer retention programs of CRM have been improved in your bank. Use a 1–7 scale: 1 = no improvement; 4 = moderate improvement; and 7 = extreme improvement.

Code Scales

CUS-RET-PROG Customer retention programs of CRM

RET-PROG-V1 Customization

Cus 1 1. Individualization of marketing messages to the customers

Cus 2 2. Customization of products and services for the customers (later deleted)

Cus 3 3. Communicating with customers based on the way they desire

RET-PROG-V2 Loyalty programs

Loy 1 1. Offering rewards to motivate customers to request and make next purchase

Loy 2 2. Offering rewards to long term customers

Loy 3 3. Offering more rewards for more investments

Loy 4 4. Giving some free complementary products or services

RET-PROG-V3 Customer service

Cs1 1. Educating customers about how they can use (or better use) the products or services

Cs 2 2. Handling the customers‘ complaints responsively

Cs 3 3. Handling customer‘s requests or problems with the product or services (later deleted)

Cs 4 4. Providing the customers with the ability of real time interactions with service representatives through proper touch points

Cs 5 5. Holding a dialogue with the customers prior to use a reactive solution such as complaint handling

Cs 6 6. Safe and error free transactions (later deleted)

Cs 7 7. Providing clear instructions in use of the services (later deleted)

Code Scales

CUS-RET Customer retention

Appendix B

Please indicate the extent to which your bank has improved over the previous two years on the following statements. Use a 1–7 scale: 1 = no improvement; 4 = moderate improvement; and 7 = extreme improvement.

CR 1 1. Customers' loyalty to your bank (later deleted) CR 2 2. Customers have trusted on the e-banking services you have provided for them.

CR 3 3. Overall customer satisfaction from the e-banking services you have provided for them

CR 4 4. Overall customer retention

Cs 8 8. Providing user friendly website for the customers

Cs 9 9. Your e-services (such as the website for internet banking) are easy to use (later deleted)

RET-PROG-V4 Community

Com 1 1. Building online customers networks through which they are able to exchange information about the products and also can interact between themselves and your bank easier and more personally.

Com 2 2. Building online customers networks through which they are able to give their opinions about bank performance.

Appendix C: