An exploration study on influential factors on customer relationship management

These days, we see an increasing competition among different business owners and they strive for customer retention. Customer relationship management plays an important role to increase business performance and attracting new customers in an attempt to have more market shares. One primary concern is to find more about important factors influencing customers being satisfied with different services they may receive. This paper performs an empirical investigation to find important factors influencing customer relationship management (CRM) in information and communication firm is city of Tehran, Iran. The survey uses factor analysis to find important factors using a questionnaire consist of 27 variables. Cronbach alpha is calculated as 0.861, which validates the questionnaire. The survey detects six factors influencing CRM learning performance attributes, enterprise resource planning, perception attributes, structure oriented, perception image and organizational resources.