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.
