Assessing the Rela
Assessing the Relationship between e-CRM and Customers Retention in Parsmodir Khazar Enterprise
Farhad Farhadi, Samane Karimi Ghartemani, Hakime Karimi Ghartemani, Roghieh Rezaee Gigloo
Department of Management, Najafabad Branch, Islamic Azad University, Esfahan, Iran
Abstract: Nowadays, the traditional business has been changed very fast and many new industries are reproduced by using internet as a tool for customer relationship management. The widespread use of the web technology transforms the internet as a new place for business. This present research aims to describe and explain the relationship between electronic customer relationship management (e-CRM) and customer retention concept in Parsmodir khazar Enterprise that is a website. Incompliance with this goal, four factors of customer retention are known that are customer satisfaction, price, customer involvement, and service quality. Then the relationship between these factors and e-CRM is analyzed. The results illustrated that e-CRM implementation has a statistical relationship with customer retention factors. It also shows that the relationshipbetween e-CRM and independent variables is linear and this relationship is shown by regression model. This linear model shows price has the highest effect on e-CRM. Other variables have been ranked based on their effect on e-CRM which is:service quality, customer satisfaction and customer involvement.
[Farhad Farhadi, Samane Karimi Ghartemani, Hakime Karimi Ghartemani, Roghieh Rezaee Gigloo. Assessing the Relationshipbetween e-CRM and Customers Retention in Parsmodir Khazar Enterprise. Life Sci J 2013;10(7s):99-105] (ISSN:1097-8135).http://www.lifesciencesite.com. 17
Keywords: CRM, e-CRM, Customer Retention.