The evaluation of relationship between customer value and customer relationship management performance

Subject Areas : Futurology

K.  Heidarzadeh ¹ (ندارد)
A.  Zendehdel ² (ندارد)
Ali Hossin  Soltani ³ (ندارد)

Received: 2015-01-14 Accepted : 2015-01-14 Published : 2005-09-23

Keywords: Customer Satisfaction, Customer retention, Customer Value, customer relationship&#x0D, &#x0D, manage, Competitive advantage, Brand Loyalty, BEHAVIOR, Relationship Marketing,

Abstract :

Current studies (2004) show a potential challenge between customer management relationship(CRM) and customer value in achieving superior performance. In fact one of the main obstacles inassessing the performance of CRM is not knowing "factors which create superior customer valueand process of offering this value to customers." The focus of this study is on "the effects ofdimensions of customer value on tangible and intangible functions of CRM on Modeiran Company(the exclusive representative of LG monitors.)"The information of statistical society, the buyers of the products of this company, on the first halfof the year 1384 was studied on the basis of available data. Moreover, using a questionnaire,customer information was gathered.The main variables include: performance value, social value, emotional value, perceivedsacrifices, loyalty to brand, customer satisfaction, and the performance of CRM. The type of presentstudy is correlational investigation with applied and sectional nature.According to the results, "perceived sacrifices" do not have a direct and negative (reversed)relationship with variables of the performance of CRM on the basis of customer behavior, customersatisfaction and customer loyalty. In other words, the increase of material and immaterial losses,due to buying LG monitors did not lead to decrease of loyalty or satisfaction, which is the result ofthe quality of the services and products. This study has revealed a direct and positive relationshipbetween emotional and social values with the performance of CRM on the basis of customerbehavior. This shows the popularity of LG monitors in Iran's market and customers' satisfaction ofthis product.