The Effect of Customer Relationship Management CRM on Organizational Performance in Food Industry

Authors

  • Ebrahim Albonaiemi, Leila Andervazh, Hamidreza Jamshidi

Abstract

The aim of present research is to study the effect of customer relationship management CRM on organizational performance. This study is descriptive correlational and classifies as applied research. The purpose of descriptive research can be better understanding of current situation or reinforcing decision making process. In the present research, the statistical population consists of the staff of Oila Company’s central branch; the sampling method was random sampling. The data were collected by questioners, and data analysis was done through Structural equation modeling by PLS software. The results showed that customer orientation, empowerment, information technology and knowledge management have significant effect on CRM success, and successful CRM has significant effect on company performance.

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Published

2020-05-10

Issue

Section

Articles