The Role of the Factors Affecting the Financial and Marketing Aspects of Customer Relationship Management Strategy

Customer relationship management (CRM) is the key competitive strategy that firms need in order to stay focused on the needs of their customers and to integrate a customer-facing approach throughout the organization. To sustain competitive advantage, it is necessary to understand consumers and their psychological fears and deliver them a service solution, which is best under existing conditions to ensure consumer loyalty and retention. In this study, the factors influencing the financial and marketing aspects of customer relationship management strategy has been investigated. The statistical population of this study is comprised of 207 managers and employees working in automobile sale services in Guilan province. Data were gathered by a questionnaire and were analyzed using statistical software SPSS 19. The findings indicate that the effect of knowledge management capabilities, organizational variables, and quality of relationship on the success of CRM strategy is positive and significant, while the experience of using the CRM system does not necessarily lead to success.