مديريت ارتباط با مشتري و رضايت مشتريان: تحليلي بر اساس مدل كيفيت خدمات (سركوال) (شركت تجارت الكترونيك پارسيان)

Impact ofthe use ofCRM (Customer Relationship Management) on customers ʹsatisfaction by SERQUAL model in PEC (Parsian Electronic Commerce)

This article deals with investigating CRMʹs (Customers Relationship Management) impact on customersʹ satisfaction by using Service Quality Model (SERQUAL) in PEC Firstly, in this paper, on strength of articles and reliable research, the concepts of satisfaction of customer and the perception of CRM was examined. Then, in order to test the amount of satisfaction of customers, by Service Quality (SERQUAL) Model, suitable criterion for measurement of the quality of services is adjusted. Other effective criteria are achieved by exploratory studies and interviews with CRM experts. A Questionnaire designed and distributed among a random sample of customers. Some related hypothesizes are tested and the results have been discussed. By reliance on criteria and for examine the practical usage of CRM in Parsian Electronic Commerce Co. Questionnaire and suitable way of measurement is designed. Validity of answers and presumptions is measured by analytical survey. At the end, by using of Freedmanʹs test and also the benefits of its usage the result of the effects of application of CRM on satisfaction of customers and ranking influence of CRM parameters on satisfaction of customers is presented. Some suggestions are offered on the basis of consequences and the literature of research.