The relationship between the implementation of customer relationship management, customer satisfaction and organization performance in Iranian businesses

摘要

Nowadays, organizations need to use new techniques like customer relationship management due to intensified competitive economy and changing environment. This study aimed to investigate the relationship between the implementation of customer relationship management, customer satisfaction and organizational performance in Iranian businesses. It is an applied study in terms of purpose and is a descriptive-analytical study (correlation type) in terms of data collection. The statistical population included the managers and experts of manufacturing businesses, service businesses and manufacturing-service businesses located in Tehran. Sample included 119 people, among which 100 people were investigated. The results indicated that customer-oriented management and customer relationship management affect customer satisfaction, while the effect of customer relationship management is more than the effect of customer-oriented management. However, organizing customer relationship management didn’t affect customer satisfaction. Also, customer satisfaction had a positive effect on organizational performance. Environmental dynamism and competition didn’t affect the relationship between customer satisfaction and organizational performance. In addition, the results showed that one-unit increase in the improvement of customer relationship management increased customer satisfaction 0.18 percent one-unit increase in the improvement of operational customer relationship management increased customer satisfaction 0.56 percent and one-unit increase of customer satisfaction increased organizational performance 0.56 percent. Therefore, it is suggested that a special attention to be paid on operational customer relationship management and its dimensions which have a significant impact on customer satisfaction. Organizational performance 0.56 percent. Therefore, it is suggested that a special attention to be paid on operational customer relationship management and its dimensions which have a significant impact on customer satisfaction.