Open AccessInvestigating the Effect of Knowledge Management and Customer Satisfaction on Sustainability of Customer Relationship Management (CRM)
Author(s) -
Mohammad Bijadeh,
Hamid Reza Rostami
Publication year - 2020
Publication title -
journal of management and accounting studies
Language(s) - English
Resource type - Journals
ISSN - 2693-8448
DOI - 10.24200/jmas.vol7iss04pp25-28
Subject(s) - business , enterprise relationship management , customer satisfaction , customer intelligence , customer relationship management , knowledge management , customer advocacy , customer retention , cronbach's alpha , sustainability , marketing , service quality , voice of the customer , process management , service (business) , computer science , ecology , biology
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.