The Effects of Customer Relationship Management on Improving Internal Processes, Customer Satisfaction and Profitability (Case Study: Isfahan Social Security Organization Branches)

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Abstract

The purpose of this study is to identify and model the most important internal and external factors in the successful implementation of customer relationship management system in social security organization and its effects on improving internal processes of the organization on the one hand and customer satisfaction and profitability on the other. The statistical population of the study consisted of senior managers and senior staff of Social Security Organization of Isfahan Province, among whom 285 were selected by simple random sampling. A researcher-made questionnaire with 40 items was used to collect data. Its reliability was confirmed by the content validity and its reliability was confirmed by Cronbach's alpha coefficient of 0.77. SPSS22 and AMOS22 software and structural equation approach were used to analyze the data and test the research hypotheses. The fitting values (including CMIN / df = 3.21, CFI = .92, RMSEA = .069) were confirmed. The research model was. The results of the research, while identifying the most important factors in implementing customer relationship management, showed that effective implementation of customer relationship management has a positive effect on improving internal processes of organization, profitability and customer satisfaction

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Commercial Strategies
Volume 15, Issue 12
March 2019
Pages 31-48

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