Investigating the impact of CRM dimensions on its performance, emphasizing the role of later implementation of organizational alignment
Subject Areas :
Rahele Jamshidloo
1
(Department of management, Hidaj Branch, Islamic Azad University, Hidaj, Iran,)
Seyyed Mehdi Moafi Madani
2
(Department of Management, Hidaj Branch, Islamic Azad University, Hidaj, Iran)
Keywords: Customer Relationship Management, CRM performance, Delay in Alignment Implementation Dimensions, CRM dimensions,
Abstract :
Nowadays, attracting a new customer is much more expensive than keeping an existing one. The use of CRM is a business strategy to attract, retain and improve customers, which enables organizations to maintain their main competitive advantage by reducing costs in this direction, but pure investment only in the aspect of CRM technology can fail efforts in this field. . This research aims to investigate different dimensions of CRM and also the effect of implementation time on organizational alignment dimension on CRM performance, and promotes research on CRM. The research method was descriptive-survey and the variables were measured using researcher-made questionnaires. The mentioned questionnaires have content validity and their reliability has been confirmed by calculating Cronbach's alpha coefficient. The statistical population of this research includes 50 senior business and marketing managers of Zanjan province who are working in companies that have implemented CRM. The obtained data was analyzed using SPSS and AMOS software. According to the findings of this research, the dimensions of CRM (technology, organizational alignment, customer management and strategy implementation) have had a significant effect on the performance of customer relationship management, and finally, in the effect of CRM on the performance of that variable, the delay in the implementation of the dimension of organizational alignment has a negative effect. It has been a mediator.