| Abstrakt: |
In the internet age, companies will be unable to recover their weaknesses by their prices. In this age, customers by accessing to a lot of information could choose from a wide range of alternatives. In this situation, they easily may shift to organizations' competitors. Thus, in today's business environment, the most challenging issues include improving customer satisfaction that in turn causes profit for organization. In this line, Customer Relationship Management (CRM) by concentrating on establishing and maintaining customer relationship tries to improve customer satisfaction and loyalty. Public organizations, among all organizations, have very important role, because they offer services/products in a very large scale. Iran National Gas Company (INGC), as one of the largest public organizations in Iran, has important high position in this context. The present article seeks to investigate the impacts of CRM in INGC. Respectively, the relationship between CRM and organizational performance has been studied in the Central province branch of this Iranian company. By utilizing Chi Square analysis, it was found that there is a significant relationship between CRM and organizational performance. Finally, some suggestions for the administrators of this field have been offered. [ABSTRACT FROM AUTHOR] |
