Determination of the Main Factors Influencing the Failure of Customer Relationship Management Projects (CRM) (Case Study: Customer Relationship Management Process Implementation Group Department of Mathematics and Computer Science, Amirkabir University of Technology)

Subject Areas : Jounal of Marketing Management

M. Khaleghy Baygy ¹ , A. Banar ² , A. Habibi Rad ³

1 - عضو هیئت علمی گروه مدیریت و تحصیلات تکمیلی موسسه آموزش عالی فارابی و دانشگاه شهید بهشتی
2 - کارشناس ارشد مدیریت اجرایی موسسه آموزش عالی فارابی و کارشناس مرکز توسعه مدیریت و تحول اداری وزارت بهداشت، درمان و آموزش
3 - دکتری مدیریت صنعتی دانشگاه علامه طباطبایی، کارشناس ارزیابی عملکرد وزارت نفت

Received: 2014-09-06 Accepted : 2014-09-06 Published : 2014-09-23

Keywords: Customer Relationship Manageme, Factors, Factor analysis, Exploratory, Confirmatory, Project failure,

Abstract :

Customer Relations Management (CRM) encompasses a set of procedures that enable organizations to use business strategies in favor of developing long-term and profitable relationships with specific customers. Organizations well found that achieve their goals, haven't way exclusive of right relationship with customers through the proper implementation of customer relationship management projects. Research indicates that a high percentage of these projects are in the implementation failed and eventually fails. The purpose of this study is identify and accurately classify the main factors affecting failure evaluate with the CRM projects.In this study used descriptive method and questionnaires and interviews have been utilized as measurement tools. The Population of the Research are managers, consultants and experts of CRM projects Executive Department of Mathematics and Computer Department of Amirkabir University. 40 questionnaires were distributed to all members of the Population and accepted the 34 questionnaires were returned.Based on survey and comments of managers and consultants and experts: Executive,Technological, cultural, administrative and Cost as the main factors influencing the fail of customer relationship management projects. Then whit help Nonparametric methods and statistical analyzes by SPSS software and the Exploratory Factor analysis, Confirmatory Factor analysis & T Student test accuracy and relevance factors of the study was approved.