Pages: 48-60

Abstract

The purpose of this study is to identify and rank the key elements of success in customer relationship management (CRM) in Cement Company of Sistan and baluchestan province. For that purpose, considering four aspects of human element, appropriate organization of communication networks, technology, and focus on key customers, several standardized and native hybrid models have been used and a questionnaire with Cronbach’s alpha of 0.896 was designed and distributed. The questionnaire is consisted of 46 items. This is an applied study, and from perspective of data collection and conclusion it is a survey research; and from analytical point of view, it is a correlational study. The statistical population is consisted of 288 people, which includes 64 employees and 224 customers, who have been selected using stratified random sampling during the time period from February 20th to August 23rd of 2014. To analyze the data descriptive and inferential statistics methods have been used. The results of Friedman’s test indicate that according to respondents (employees and customers), the key elements of success in customer relationship management are technology, appropriate organization of communication networks, human factor, and focus on key customers, respectively