Hossein Nikoo; Ali Morovati sharifabadi
Abstract
The purpose of the present research is to investigate the effect of CRM on organizational performance aspects in 3- to 5-star hotels of Mashhad. To do so, the effect of four CRM dimensions (including focus on main customers, CRM organization, knowledge management, and technology-based CRM) on each performance ...
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The purpose of the present research is to investigate the effect of CRM on organizational performance aspects in 3- to 5-star hotels of Mashhad. To do so, the effect of four CRM dimensions (including focus on main customers, CRM organization, knowledge management, and technology-based CRM) on each performance aspect (including financial affairs, customers, internal processes, and learning and development) was investigated. This is an applied study in terms of purpose and an analytical-survey study in terms of methodology. Statistical population of the study includes Managers 3 to 5 star hotels in Mashhad. Sample size of this research was determined as 63 hotels based on Krejcie and Morgan’s and Cohen’s Tables. Simple random sampling was used to collect data from questionnaires. Number of 75 questionnaires distributed among the managers of 3 to 5 star hotels in Mashhad. From 65 quastionaire that reclaimed, 63 of them were used.
Maryam Akhavan Kharazyan; Bahareh Rikhtegaran
Volume 10, Issue 29 , April 2016, , Pages 1-19
Abstract
Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of ...
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Customer Relationship Management (CRM) plays a very essential role in organization strategies because of the globalization, increase of competition and rapid advances of technology at businesses. On the other hand, in today's world, social networks (medias) have a very important role in the lives of people, so that these medias are the integral part of today's life. With increasing the popularity of these networks among Iranian users, it has become a place where people can exchange information. And it also has an accessibility for extracting people’s interests. The combination of these two subjects can be a key business strategy that is so important in service organizations of developed countries. Hence, to identify the usage barriers of social networks in the Iran service organizations, after extracting effective elements from the previous studies, three hypotheses were compiled. And also a sample of 542 customers was selected and a questionnaire with LICERT scale (spectrum) was designed. The sample was distributed among experts and professors of Marketing and Management, to assess the outward validity and content of tools, desirably. Crunbach’s alpha coefficients had the appropriate level for all of the variables. after analyzing the heuristic factor and confirmatory, the results show that technological and legal factors, have the most effect as an obstacle on the usage of social networks in order to communicate with customer's demographic features analyzed according to the descriptive statistics and Friedman ranking performed for completion of results.
