Providing a model for pathology customer relationship management strategy (CRM) in adaptive enterprise business

Amin Habibirad | Ahad Banar | Maryam Khaleghi baygi | Morteza Golnezhad | Hossein Kazemeini | Fatemeh Soleimani Roozbehani

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URL :   http://research.shahed.ac.ir/WSR/WebPages/Report/PaperView.aspx?PaperID=159395
Date :  2020/09/22
Publish in :    World Journal of Advanced Research and Reviews


Keywords :Customer Relationship Management; customer agents; pathology

Abstract :

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Customer relationship management is one of the most important strategies that enables the organization to achieve its goals through long-term, profitable relationships with its customers. But many organizations are struggling to realize this strategy. Having a long-term perspective requires that organizations with a strategic approach to the topic seek pathology and address the problems associated with the incorrect use of this strategy. This research, which is an attempt to solve this problem, presents a comprehensive CRM pathology model using an adaptive approach. For this purpose, the main factors and sub factors influencing the realization of CRM strategy were determined by descriptive method and using interviews and questionnaires as measuring tools and categorization. Then, using confirmatory factor analysis and T Student and Friedman tests with SPSS software, the accuracy and effectivenessof these factors and their ranking were verified. Finally, by matching the research results, a conceptual-innovative model was presented to help organizations recognize, pay close attention to and accurately address these factors in helping to realize the CRM strategy.