The customer relationship management process: its measurement and impact on performance

Abstract

Customer relationship management (CRM) systems track and measure marketing campaigns over different networks.There are literally many studies associated with the implementation of CRM in different industries.This paper presents an empirical investigation to determine effective factors influencing on the success of CRM implementation.The study designs a questionnaire in Likert scale on measuring various factors and distributes it among selected employees who work for the biggest software maker firm in city of Tehran, Iran.Using principal component analysis, the study has detected five factors influencing on the succes of CRM including customer relationship technologies, customer oriented, enterprise development strategies, customer services and business plan.

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