Studying the relationship between customer response and customer relationship management
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 4
Abstract
The purpose of this study is to study the relationship between customer relationship management dimensions and customer response. The present research is applied in terms of purpose and in terms of implementation method, is a descriptive survey type. The statistical population of this study was managers and supervisors of Small and Medium Enterprises (SME) producer of drinking and foodstuffs of Shiraz city (19 enterprises), which is equal to 190 people. In the present research, the library method is used to complete the research literature and theoretical basic, and field methods have been used to collect other information. In the library studies section of the thesis, internal and external scientific articles related to the subject, Latin and Persian books, as well as reliable articles and journal were used to collect the relevant information. In the section of field studies, a judge's et al., questionnaire (2016), customer relationship management questionnaire Vo & Volo (2012) used to collect data. The dimensions of customer relationship management included internet services, customer support, and market support, and customer response dimensions included price response, brand development, brand preferences, and customer purchasing intention. The results indicated that there is a meaningful relationship between all dimensions of customer relationship management and customer response.
Authors and Affiliations
Vahid Elahi, Zahra Dehghan
Keywords
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