Abstract
Upon realizing the importance of CRM, a lot of efforts have been made to improve the effectiveness of these systems, and the results indicate the critical role of a high-quality customer database. Today, a new vision is emerging that recognizes the customer data quality as an issue, as well as a technical issue. However, the previous research has given less attention to the issue of data quality from an perspective. Therefore, this work studies the customer data quality from the perspective of organizational learning theory at three levels of (organizational culture committed to the customer information and data), cross functional (marketing/IT cooperation) and functional (data sharing). Moreover, this research attempts to analyze the role of top management support at the aforementioned levels. For this purpose and based on a questionnaire approach, we managed to collect data from stock brokerage companies in Iran. For data analysis, the pathway analysis method and the Amos22 and SPSS22 software Packages were used. The results indicate a positive impact of top management support on all aspects of learning and a meaningful positive impact of the customer data quality on customer performance. However, the positive impact of learning on customer data quality except the variable of the marketing/IT cooperation was not confirmed.
Published Version
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