Abstract
Customer relationship management is one of the most important strategies that enables the organization to achieve its goals through long-term, profitable relationships with its customers. But many organizations are struggling to realize this strategy. Having a long-term perspective requires that organizations with a strategic approach to the topic seek pathology and address the problems associated with the incorrect use of this strategy. This research, which is an attempt to solve this problem, presents a comprehensive CRM pathology model using an adaptive approach. For this purpose, the main factors and sub factors influencing the realization of CRM strategy were determined by descriptive method and using interviews and questionnaires as measuring tools and categorization. Then, using confirmatory factor analysis and T Student and Friedman tests with SPSS software, the accuracy and effectivenessof these factors and their ranking were verified. Finally, by matching the research results, a conceptual-innovative model was presented to help organizations recognize, pay close attention to and accurately address these factors in helping to realize the CRM strategy.
Highlights
Most organizations consider customer relationship management as an important solution to their problems, which should be considered as a specific strategy aimed at establishing long term relationships with customers
Based on the information obtained from the second stage of the analysis of the research data, using the confirmatory factor analysis performed by the time period of the factors and the results are presented in the following table, among the factors raised in the research and failure of the management projects of the relationship with Customers and each of these factors have a meaningful relationship with a specific subset of the variables used in the questionnaire questions
The results of the research were conceptualized in an innovative model it is presented in an adaptive manner as shown in Fig. 3: Figure 3 Conceptual model - the ultimate creative damaging elements in the implementation of customer relationship management (CRM) strategy Among the main constraints of this research, it is worth mentioning that this study examined a group of experts and experts in the field of strategic management of Customer Relationship Management Strategy
Summary
Most organizations consider customer relationship management as an important solution to their problems, which should be considered as a specific strategy aimed at establishing long term relationships with customers. In today's businesses, customer satisfaction has an important place in organizational goals and organizations have no choice but to pay close attention to the strategy of customer relationship management to achieve this goal. Corresponding author: Hossein Kazemeini; Mobile: 989122463301; Email: Social Medicine Specialist, Faculty Member and Assistant Professor, Ministry of Health and Medical Education, Tehran, Iran. This has led to a change in the organization's approach and, by passing the traditional form, introduces new concepts in the field of consumerism and marketing [1]. The meaningful use of this term has come back to the last two decades, its principles have long been established [2]
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