Providing a model for pathology customer relationship management strategy (CRM) in adaptive enterprise business
1Ph.D. in Public Policy Management, Deputy for Public Health، Ministry of Health and Medical Education and Department of Public Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2Visiting Professor at Shahid Beheshti University, Faculty Member and Assistant Professor, Department of Management and Postgraduate Education, Farabi Higher Education Institution, Mehrshahr, Karaj, Iran.
3 Ph.D. in Information Technology Management, Director of ICT Office in University of Applied Science and Technology and Department of Information Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
4Social Medicine Specialist, Assistant Professor of PHC center, Deputy for Public Health, Ministry of Health and Medical Education, Tehran, Iran.
5 Ph.D. in Information Technology Management, lecturer at Boroujerd Branch, Islamic Azad University, Boroujerd, Lorestan, Iran.
6 Assistant Professor, Faculty of Management, Shahed University, Tehran. Iran.
Research Article
World Journal of Advanced Research and Reviews, 2020, 07(03), 181-193
Article DOI: 10.30574/wjarr.2020.7.3.0343
Publication history:
Received on 07 September 2020; revised on 20 September 2020; accepted on 22 September 2020
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.
Keywords:
Customer Relationship Management; customer agents; pathology.
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Copyright © 2020 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0