شناسايي ورتبه بندي عوامل تاثيرگذار در فرآيند پياده سازي سيستم مديريت ارتباط با مشتري

Identifying and Ranking the Effective Factors on Customer Relationship Management Implementation Cause study: Telecommunication Company of Sistan & Baluchestan

Paying serious attention to customers is a prerequisite for going concern in todayʹs competitive markets. Through customer satisfaction, organizations can reduce their production costs and increase their incomes. Customer relationship management (CRM) can assist managers and organizations to create constructive relationships with customers as well as to maintain them. Therefore, formulating and implementing an efficient customer relationship management is a necessity of todayʹs organizations. In this research, the effective factors (i.e. cultural, technological, strategic, and structural factors) on the process of CRM implementation in Telecommunication Company of Sistan & Baluchestan were identified and ranked. This research is a kind of descriptive-measurable research and its statistical community is the managers and staff of Telecommunication Company of Sistan & Baluchestan. Research hypotheses were investigated by Friedman test and Student t-test. The research results indicated the highest scores were related to the cultural factors and the lowest scores were related to the structural factors in the process of CRM implementation in Telecommunication Company of Sistan & Baluchestan. In order to be successful in the process of CRM implementation, Telecommunication Company of Sistan & Baluchestan should pay serious attention to the structural factors.