Prioritization of Effective Factors on CRM Implementation in Parsian International Hotels Company in Tehran

The purpose of this study was to explore the impacts of: knowledge management, senior managers, staff, technology, consensus, service customization, and integration, as the factors effecting Customer Relationship Management (CRM) implementation in Parsian International Hotels. In this study the population consisted of Parsian Hotels managers and experts. Due to their small number (n=53), census method of data gathering was used, that is, all individuals in the population were included in the study. To collect data a questionnaire was designed and its content validity was approved through confirmation of advisor and supervisor professors involved in this research and also considering Parsian Hotels senior managers’ views. The reliability of the questionnaire was examined and approved using Kronbach Alpha (? = 0.84). After determining the validity and reliability of the questionnaire, it was administered to the participants who were selected through census method. The data was analyzed by SPSS software, and tested employing Kolmogorov-Smirnov, T-student techniques, and Friedman test. The results revealed a direct and significant relationship between CRM and 7 variables, and showed significant differences among the influence of various factors. Based on the results, the staff factor and the technology factor were the most and the least effective factors on CRM implementation, respectively.