Investigating the Mediating Role of Service Quality on the Relationship Between Customer Relationship Management and Customer Retention (case study: Torb company)
Subject Areas : marketing
Kamran Yeganegi
1
,
Zahra Neshati
2
,
Maryam Ebrahimi
3
1 - Assistant Professor, Department of Industrial Engineering, Zanjan Branch, Islamic Azad University, Zanjan; Iran
2 - MA student, Department of Business Management, Marketing Department, Electronics Unit, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Management Department, Electronics Branch , Islamic Azad University, Tehran, Iran
Keywords: Customer relationship management, customer retention, service quality, Tarb company,
Abstract :
Background and purpose: Customer relationship management is described as an approach to managing a company's interaction with current and potential customers through the creation of a reliable partnership. Today, with the customer relationship management method and the tools used, businesses understand better that How to meet the needs and target audience. This research was conducted with the aim of investigating the effect of customer relationship management on customer retention based on the mediating role of service quality in Torb company. Research method: This research is applied in terms of purpose, survey in terms of data collection and quantitative in terms of nature. In this field research, the Customer Relationship Management Questionnaire (Sin et al., 2005), Parasuraman Service Quality Questionnaire (1988), and Gibb's Customer Attraction and Retention Questionnaire (2005) . Findings: The results obtained from the research showed that customer relationship management has an effective and significant effect on customer retention. Customer relationship management has a significant impact on service quality and customer retention also has an impact on service quality. In addition, based on the results obtained from the research model, service quality as a mediating variable has a significant effect on customer retention. Conclusion: The results obtained from the research show that service quality as a mediating variable will increase the effectiveness of customer relationship management in customer retention.
