Comparison of the Customer Relationship Management System in better Manufacturing Sector Sports Equipment of Iran

Most organizations have perceived the customer relationship management (CRM) concept as a technological solution for problems in individual areas, accompanied by a great deal of uncoordinated initiatives. On this basis, the main goal stated in this research is to propose, justify, and validate a model based on critical success factors (CSFs) that will constitute a guide for Manufacturing Sector of Iranian Sports Industry in the implementation and diagnosis of a CRM strategy. Data were collected using CRM assessment questionnaire which was developed using Likert scale. The questionnaire’s validity was analyzed and verified through a survey from university faculty members and CRM and sports management experts. In addition, its reliability was calculated by Cronbach’s alpha coefficient (? = 0.91). The population of the study consisted of the sports manufacturing companies in Iran (N = 50), 44 of which comprised the research sample. Hypothesis testing was done using the Descriptive Statistics and Repeated Measures Analysis of Variance (rANOVA). Data analysis showed that, among the critical success factors of CRM, customer contact management, customer service and sales automation had the widest applications; on the other hand, the information system integration and creation of CRM team and committees had the most limited applications. Overall, it can be concluded that the application of the Critical Success Factors (CSF) of CRM is very limited and poor in better Manufacturing Sector Sports Equipment of Iran industry.