A Study of the Role of Information Technology (IT) as an Improvement Tool for Customer Relationship Management (CRM)

Nowadays, we have been encountered by radical changes in Information Technology (IT) and business firms have faced a variety of opportunities to perform operations based on IT. Therefore, researchers and practitioners attempt to confirm the value of investment in IT to improve relationship with customers. The present study investigates the role of IT as an instrument to enhance and manage relationship with customer. The research method is analytical-document. The present paper aims to examine variables table, research background, the components influencing IT, and also a newly-designed conceptual model which include E-mail, portals, websites, online catalogues, auto responders, Customer relationship management. The study results indicate that Emails and websites play the most significant roles in attracting customers and their subsequent loyalty. Finally, the conclusion will be provided.