عنوان مقاله [English]
Continuous operate in competitive markets requires attention to customer, loyalty, and their profitability.
Methodologically, the present study is a descriptive survey and with applied ends. The research statistical sample was included of managers, experts and employees of Azarab industry. Required data were gathered collected and analyzed through questionnaires. Therefore, the four factors include cultural, technological, strategic, structural factors that were important in the process of CRM systems implementing were characterized and then ranked. The research containing was justified by specialists and experts and its reliability was calculated and verified by Cronbach’s alpha method for independent and dependent respectively 0.812 and 0.792. In the inferential statistics part, the Studentt-test and Friedmantest were used to evaluate the research questions.
The final results of the statistical analysis showed that all the hypotheses of this study are confirmed, that is cultural, technological, strategic and structural factors are effective in the implementation of customer relationship management system. According to the other results of prioritizing factors, the highest scores have been assigned to the cultural factors, and the lower one have been assigned to the strategy, technology and structure elements respectively.