Investigating the Effect of Knowledge Management and Customer Satisfaction on Sustainability of Customer Relationship Management (CRM)

Abstract

Objective: Customer Relationship Management (CRM) refers to all the processes the organization applies to identify, select, motivate, develop, maintain and service to customer. Methodology: The purpose of this study is investigating the Effect of Knowledge Management and Customer Satisfaction on Sustainability of Customer Relationship Management (CRM) System among the Managers of Keshavarzi Bankin Sanandaj city. The questionnaire developed by the researcher and its validity through validity and reliability through Cronbach's alpha 0.881 confirmed. Results: The results show that order of priority for effecting Factors on Sustainability of Customer Relationship Management (CRM) is, Attention to Knowledge Management and customer satisfaction. Conclusion: The results of ranking also show that Attention to knowledge management and then customer satisfaction in the priorities of the importance of influencing the Sustainability of customer relationship management evaluated in terms of population.