Abstract
This paper performs an empirical investigation on employees’ business intelligence and customer relationship management and their effects on customer satisfaction. The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with products of an Iranian automaker named Iran Khodro. The proposed study designs three questionnaires in Likert scale for business intelligence, customer relationship management and customer satisfaction and Cronbach alpha have been calculated for these three questionnaires as 0.85, 0.84 and 0.78, respectively. The study distributes the questionnaires among groups, employees as well as customers, and using one-way t-student test as well as regression technique the study finds that business intelligence and customer relationship management are within an acceptable limit (P< 0.01) and they positively influence on customers’ satisfaction (P < 0.01).
Highlights
Business intelligence plays essential role on the success of organizations and building a sustainable growth on business development (Negash, 2004; Gangadharan & Swami, 2004; Ranjan, 2009; Vitt et al, 2010; Loshin, 2012)
An investigation of archival data for a cross-section of U.S firms indicated that the implementation of Customer Relationship Management (CRM) applications was positively associated with improved customer knowledge and improved customer satisfaction
The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with products of an Iranian automaker named Iran Khodro
Summary
Business intelligence plays essential role on the success of organizations and building a sustainable growth on business development (Negash, 2004; Gangadharan & Swami, 2004; Ranjan, 2009; Vitt et al, 2010; Loshin, 2012). An investigation of archival data for a cross-section of U.S firms indicated that the implementation of CRM applications was positively associated with improved customer knowledge and improved customer satisfaction. Hallowell (1996) performed an investigation on the relationships among customer satisfaction, customer loyalty, and profitability They reported that when customers are satisfied with their services, they will more likely to purchase product. Verhoef (2003) performed an empirical study to understand the impact of CRM efforts on customer retention and customer share development. They reported that affective commitment and loyalty programs that provide economic incentives positively influences both customer retention and customer share development, whereas direct mailings affect customer share development. They reported that firms could apply the same strategies to influence both customer retention and customer share development
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