Investing in knowledge and creative approaches are considered as the main key to economic development. In Iranian banks, increased competition leads customer loyalty to decrease and consequently leads profitability to decrease. Although, retail banks store customer's data, they seem ready for customer-centric business. Iranian banks have not been progressed a lot in relationship marketing and knowledge-based decision-making. The main reason is the quality of data that makes it not possible to get proper results from the perception of customers and market. This research follows a systematic approach using Soft System Methodology (SSM) to investigate the challenge of data quality in retail banking and tries to suggest a solution for its recovering. Extracting a rich picture of the challenge clarifies the main reasons which influence data quality. Then, this research suggests six-sigma as a continuous improvement method to enhance the quality of customers’ data. For this purpose, a conceptual model has been proposed based on DMAIC. The implementation of this model can help bank mangers to improve the quality of data continuously as well as customer-centric strategic decision-making.
Boubehrezh, A., & Abdolvand, N. (2016). A Systematic Approach to the Challenge of Data Quality in Customer-Centric Strategy in Banking Industry. New Marketing Research Journal, 6(0), 177-196. doi: 10.22108/nmrj.2016.17843
MLA
Atena Boubehrezh; Neda Abdolvand. "A Systematic Approach to the Challenge of Data Quality in Customer-Centric Strategy in Banking Industry". New Marketing Research Journal, 6, 0, 2016, 177-196. doi: 10.22108/nmrj.2016.17843
HARVARD
Boubehrezh, A., Abdolvand, N. (2016). 'A Systematic Approach to the Challenge of Data Quality in Customer-Centric Strategy in Banking Industry', New Marketing Research Journal, 6(0), pp. 177-196. doi: 10.22108/nmrj.2016.17843
VANCOUVER
Boubehrezh, A., Abdolvand, N. A Systematic Approach to the Challenge of Data Quality in Customer-Centric Strategy in Banking Industry. New Marketing Research Journal, 2016; 6(0): 177-196. doi: 10.22108/nmrj.2016.17843
)