بررسي عوامل مرتبط با اجراي موفق مديريت ارتباط با مشتري CRM

A Review of the Factors Relating Successful performance of Customer Relationship Management (CRM)

This is a research report of field study conducted after the presentation and testing a model relating to successful performance of CRM at the Quran and Etrat Institute of Sepah. In this piece of research, three groups of factors, including organizational factors containing ʹorganizational structureʹ, ʹmanagement supportʹ, ʹemployeesʹ participationʹ, cultural factors containing ʹcustomer-oriented cultureʹ, ʹlearning cultureʹ, as independent variables. ʹKnowledge sharing cultureʹ, and technological factors containing ʹIT infrastructureʹ, ʹsoftware packageʹ, and ʹknowledge managementʹ were selected as dependent variables. ʹSales incomeʹ, ʹservice costʹ, ʹefficiencyʹ, and "user-friendly" services were considered as the main criteria for successful performance of CRM. The findings indicated that there were significant relationship between organizational, cultural, and technological factors and successful performance of CRM (main hypothesis). The results of multivariate regression analysis, using Enter and Stepwise, indicated that organizational, cultural, and technological factors interfered significantly with decision making.