SATURNO EN ASPECTO CON PLUTÓN

This research like any other research has its own limitations from which future research could start. First, due to the time limitation and since there is a huge number of bank branches in Iran; we limited the population (all Iranian banks) to all the banks in Tehran province and then among them two governmental (Refah and Maskan) and two private banks (Saman and Pasargad) were chosen. Finally, a random sample of these 4 banks was chosen. Consequently, future researches can focus on different samples from different Iranian governmental and private banks in different provinces.

The second restriction of this study is that the questionnaires were only sent to the senior bank managers; therefore other banks' managers' such as IT managers and marketing managers' views can be considered in future studies. In addition, since the benefits of CRM are perceived by both the organizations and their customers, this limitation is related to inaccessibility to the customers' opinions. Therefore, investigating the customers' views about CRM in e-banking will enable the future researchers to get more accurate findings.

The correlation between each of the customer retention programs of CRM and customer retention is studied in this research; however, since on one hand, we have studied and presented a comprehensive path of CRM value generation in the area of customer retention; and on the other hand we have studied all the customer retention programs of CRM, we did not sufficiently focus on the correlation between each of these programs and customer retention. Therefore, another suggestion for future researches can be focusing more on these correlations.

Another important limitation for this thesis is that e-commerce and e-banking are young fields in Iran. Thus, if the knowledge about the applications of e-commerce in businesses increases, the researches done in this field can gain more and better findings.

As mentioned before, CRM is an evolving phenomenon whose processes, characteristics and benefits may change over time. Thus, future researches can help to recognize these changes.

As mentioned before and according to Reinartz et al. (2004), the findings of CRM researches such as this research's findings do not vary greatly among industries; thus, our findings can be generalized in other organizations in different industries; however, since future studies enable the researchers to further test the validity and reliability of this research, it is better that they consider other industries, too.

As a final suggestion, since each governmental and private bank has many branches allover the country, and the number of most Iranian banks branches' employees is under 185, another suggestion for future studies is that they can investigate the results of this research in other enterprises which are located and more integrated in fewer places. These enterprises are mostly big; however, since, there are fewer managers, gathering the opinions of all of them is an easier, cheaper, and less time consuming work.

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Appendix A