Investigating the impact of establishing business intelligence and flexibility on the success of the organization with the mediating role of customer relationship management

Subject Areas : marketing

farzad asayesh ¹ , Reza Baloo ²

1 - Islamic Azad University Shahre Qods Branch
2 - Vice president of commerce/ Ports Organization

Received: 2022-08-24 Accepted : 2022-09-09 Published : 2022-08-23

Keywords: Flexibility, Customer Relationship Management, Business Intelligence, organization success, Customer communication process,

Abstract :

Today, customer relationship management is one of the most key points for understanding their wishes, needs and priorities and gaining a competitive advantage for the organization. On the other hand, organizations are facing an increasing need for information and analytical knowledge about customers, competitors' markets, organizational environment and other factors affecting business, which has led to business intelligence as a solution to meet this need. Note. Therefore, in this research, the effect of creating business intelligence and flexibility on the success of the organization with the mediating role of customer relationship management has been investigated. The current research is a descriptive survey. The statistical population of this research includes all the employees of the country's ports organization, whose number is 600, and Morgan's table was used to determine the statistical sample size, and thus 234 people were selected as a statistical sample. The data required for the research were collected through a standard questionnaire that was systematically randomly distributed among the statistical sample and analyzed using the structural equation modeling method and Emus software. The results of the research showed that the competence of business intelligence as well as its dimensions including cultural competence and technical competence as well as flexibility have a positive and significant effect on customer relationship management.

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