Advanced Social Humanities and Management 2(3) 2015:

Transcription

1 Review of the key success factors and implementation of customer relationship management in the field of commerce and marketing Case study: Golrang Company Masoomeh Kord Alipoor Department of Management and Accounting,College of Humanities, Hamedan Science and Research Branch,Hamedan,Iran Reza Shahhosseini Doctoral Student in Health Care Management, Faculty of Health Baqiyatallah University of Medical Science, Tehran, Iran Kambiz Hamidi Faculty Member of Management and Accounting,Islamic Azad University Hamedan Branch, Hamedan,Iran Abstract The aim of this research is identifying the relation n of success key factor and implementation managing system of relation with costumers on business and marketing field in Golrang industrial company. The research method is descriptive- deductive which is performed by field and base finding attitude. Statistics community of this research and base finding attitude. Statistics community of this research has been some parts of Golrang s personnel associated with selling and marketing. Calculation method of sample mass according to Cochran formula was145among the expected community. The inquiry in 5 spectrum of lekert was used for studying the relation of success key factor and costumer relation management. for organizing, Summarizing and classifying data of descriptive statistic for studying relation of Correlation coefficient in deductive section, normality of data was examined according to kolmogorov-smirnov test. Spearman correlation coefficient was used because of non -normality of data. The result shows that, it is observed, there is a meaningful and positive relation between success key factor and the customer relation management, and there is a meaningful relation among 4 variable component: focus on key costumers, using knowledge management, proportional organizing, and technology relation. Key words: success key relation, costumer relation management, knowledge management, key costumers. Introduction Nowadays, behavior and relation whit costumer is an effective step in every organization and business and commercial institute to unite with scientific advances and new accomplishment, to achieve success in providing costumers satisfaction, to increase personnel s job spirit, and finally gaining more profit for a financial or business institute. Undoubtedly it con be said, costumers are one of the most important asset of on organization, costumers due to their direct relation will on organizations actions, are valuable source of opportunities, threatens, operative questions related to the firm. Costumer relation management includes abilities for maintaining organization on competitive edge and reaching to competitive preference. Nowadays, competitive preference is because of having more knowledgeable, more loyal,more profitable and more costumers, and costumers should be considered for being in dynamic markets. So it is necessary to understand gaining competitive preference process through customer relation management as an organizational effort. This subject despite of originating from decade90,is known as a key factor for job.(ngai,2005) CRM or costumer relationship management has allocated a critical and important place in company s goals in jobs new processes. organization look at costumer relationship management as a tool for more profit because of effect and importance of costumers loyalty and satisfaction on increasing market share, the goal of costumer relationship management is enabling organization for giving better services to costumer through creating automatic and integrated processes for collecting and processes of information, in factor this part connect3 parts of services to costumers, marketing information and sale management. Every instituted should have a 114

2 framework for understanding and evaluating of analysis of key factors on success and customer relationship management. important challenge of organizations managers especially Iranian organizations is performing strategies which is adjusted with thinking through systematic method. The philosophy of knowing key factors of success, considered costumer relationship management is a main line of practical standard for every commercial organization.in this research, indexes and criteria as success key factors which are important for applying costumer relationship management in Golrang company, and considering four key factors(the fours an key costumers, using knowledge management proportional organizing and technology)and by using their examining on costumer relationship management in Golrang company is considered as a final goal of this research. Research Theoretical base Every organization for performing its goal s success, factors. These factors that are predetermined are called critical success factors which lack of them come no goal is achieved. The difference of critical success factor with key performance indicator can be explained as: critical success factor are essential factors for a strategy while key performance indexes helps measuring organization development rate in respect of determined goals.so in most of articles and researches these are synonymous. discussion of customer relationship of management is pronounced as a enormous strategy and changes organizations view from production, product and market orientation to customers, requirement and maintaining instead of absorption, examining main factors for reaching organization to this view has a determined role on this system and its performance success of critical success factors in performing customer relationship management in an organization can mention awareness and support of top management, as customer relationship management make changes in strategic level,top manager awareness on cases like human resource resistance against changes reexamining of mission, organizations views and aims and contacts principle with costumer is determinable.in todays competitive word,organization believes they can in crease or maintain market share only with consumer orienting,performing requirements and their needs. Consumers know he is right, and he play an effective role in growth, continues and maintain of an organization, so he is searching distinguished services according to his trends. maybe of the most important reasons of customer relationship managements failure in organization com mention lack of customer orientation culture in organization, personnel s resistance against required changes, lack of the understanding of settlement of customer relationship management system. necessity of customer relationship management against lack of its success causes researches continues seriously weak point of performing this project, the result of this survey shows that for successful performing of costumer relationship management,factors must be determined and made as a foundation of performance of project, which is said key performance indicators.as the concept of customer relationship management overshadow 3 key factors of human resources,technology, and procedures,organization and each of these factors has an effective role in achieving goals and aims of organizations, critical success indictor are defined in a way that involves all of these factors.so some of the critical success indicators are essential for performing customer relationship management system. Meanwhile, customer is very important for every business in competition condition. Customer is vital in every trade. Customer has a selection choice where there is competition, and today s world banks and recently Iran knows customers orientation the most effective way for maintaining and loyalty of customer.by the necessity of a comprehensive system in performing customer orienting organizing,customer relationship management approach was created at the beginning of 1990s and completed gradually. This system helps real dignity of costumers in organization with focus on marketing activity, sale and services. According to performed researches and experiences of pioneers companies and institutes in establishing there 3 main components in success of customer relationship management are effective: 1. Human resource or in other word customer inclination organizational culture. 2. Effective and efficient technology 3. Comprehersive and desirable procedures of customer relationship management. Costumer relationship management became popular as a new statement at the middle of 1990.Although CRM is one of the mast important of Electronic discussion, there is no clear definition about it some of costumer relationship management definition by specialists and analyzers are as follow: Kodol,1998,defines costumers relationship management as combination of procedures and technologies of work about costumer,or Kola cota and Robinson 2000,introduce costumers relationship management as an integration of sale, marketing and services strategy and consider it as a factor of prevention of and dimension 115

3 view about costumer and mention the role of integrated procedures and different departments related to performing costumer relationship management with the goal of increased services to costumer.(ngai,2005) In another definition, Armstrong defines costumer relationship management like this: the total procedure of creating and maintain the relation with profitable costumers through presenting more value to costumer and getting more satisfaction.( Payne & Frow,2004) Although costumer relationship is a new statement, its principle has been existed for a long time. Salespersons always propagate close relation with costumer. Profitability of costumer was significantly considered for a long time, because many organizations were organized according to production or the relationship channels which is in front of costumer.in a similar way, the concept of mass customizing was discussed for one decade. All the mentioned cases was as theoretical concepts in form of wishes no a real commerce but nowadays, experience and analysis of costumers value and mass production of orders is possible because of advances in information and communication technology.( GREEP et al.2005) The focused commercial strategy is costumers relationship management which in creases costumers loyalty by presenting more private services,some know costumer relationship management as a managerial approach which includes identification, absorption,development and maintain successful relation with costumers for even to improve profitability. The researches show that5% of increase in maintains and 95% of increase is for value for organization.(green berg,2002) Customer relationship management is closely related with the concepts of relation and marketing of database and its aim is improvement and increase of valuable and private relation with costumer through providing production and private services and conform to costumers needs. (Lin et al.2003) The integrated approach is for management of relations. The aim of costumer relationship management is obtaining competitive preference in costumer management and finally its aim is increasing of profit rate.(mckim,2002) Although even costumer relationship management system transform to the most popular option for performing, success changes to some things unreal. In this situation only 3%of companies, develops successful costumer relationship management projects, 17%ofcompanies considers projects from total view, 35%of companies have started project without any coordination and 45%of them have not evaluated costumer relationship management.(ko et al.2008) There are many factor which influence on costumers relationship management and procedures,the work on important success factors should encourage better performance methods. Many studies of success key factors can be listed of factors, but a little more guidancepresents the primary challenges at the beginning of, Costumer relationship management, integration of above mentioned factors in organizational, individual limits and their capabilities. Nowadays the biggest demand of organization is defining an appropriable system of costumer relationship management and successful relationship management with costumers. Customer relationship management is an approach for making a mutual value that identifies all aspect of customer, makes customer's knowledge about products or organization services, so examine of such a valuable concept in industry which it principle is an customer, is very necessary. In this research, customer s relationship management is dependant variable and success key factors are independent variable which includes 4 components: the focus on key customers, knowledge management, Proportional organizing and technology. By examining success key factors it means these aspects that its prediction cause productivity increase, and effectiveness increase. Examining aspects like customers, organizational strategy, culture, employments, technology A company may use identifying method of critical success factor as a tool for determine important element of success: Focus on key customers which are an important element which is essential for success. Sometimes it is necessary to organize proportionally to achieve goads, and with the help of this activity, the total goal and the main mission of organization became more detailed and reaching then is achieved. We live only in new era but also in new millennium in this era, various expressions are used like: learning era, infra industrial, information age, third wave or knowledge society to describe the present situation most experts believe one of most important mentioned subjects in this era a knowledge management. Technology is the method of doing work and a tool by which we gain our aim. Technology is practical functional of knowledge and a tool for helping man s effort. Technology is knowledge which teaches us the way of doing works. 116

4 Customer relationship management is a designed strategy to decrease cost and increase an integrated system, marketing, sale and support is included, is a planned strategy that with guiding and training of employees to you, the way of quality of understanding customer s more need is taught to integrate individual s relation of organization and customers. The main aim of this research is indentifying critical success factors and implementation system of customer relationship management in business and marketing of Goring s industrial company. Another aim of this research is identifying the relation of focus an key customers and implementation system of customer relationship management in business and marketing of Golrang s industrial company and indentifying proportional organizing relation and implementation system of customer relationship management in business and marketing in Golrang s industrial company, indentifying technology relation and implementation system 44 customer relationship management in business and marketing in Golrang s industrial company. Statistic community is from sale and marketing. Sample mass according to Cochran formula among the expected society is 145. One of the reasons that we consider this community from sale and marketing section is because 4 independent variable are seen clearly in these section methodology research. Method: The main way of evaluation in this research is inquiry. This study will use inquiry tool for gathering beliefs of experienced people and include CRM project in Golrang industrial company. Ti test theory and find CSF, for CRM strategy, an inquiry will be designed to gather real statistics. This inquiry is 5 spectrum of Liker which key success factor inquiry, 6 first questions related to focus independent variable on key customers, the next 6 question are related to knowledge management the next 6 question are related to proportional organization and the last 7 question are related to technology. First hypothesis : There is a meaningful relation between success key factor and system of customer relationship management in business and marketing in Golrang industrial company. Spearman test is used for meaningful Calculation between success key factor and customer relationship management. Output of this test indicates that there is a meaningful relation between success key factor and customer relationship management. In this stage research is used for clarifying components preference of focus on key customers, using knowledge management proportional organizational, technology which are examined which it output indicates there is a meaningful relation among all hypotheses. Table 1: kolmogorov-smirnov Test Frequency Mean Standard deviation Sig CRM CSF Focus on key customers Using Knowledge Management Appropriate organization technology With due attention to k-s table and test and amount of sig, data wasn t normal, so Spearman nonparametric test was used. Table 2: kolmogorov-smirnov Test Variables Frequency Correlation coefficient Significant CRM / 538 CSF /

5 Focus on key customers / 520 Using Knowledge Management / 526 Appropriate organization / 364 technology / 428 The effect of demographic variable in age, education, organizational position, backward variables: In this research, it addresses to examining the effect of demographic variable in age, education, organizational position. Backwards variable among which age and education don t have a meaningful relation, but there is a meaningful one for organizational position and backward which is used after ANOVA test of Toki Test. Table 2: ANOVA Test variable Dependent variable Independent variable Result age F=0.541,Sig=0.06 F=0.896Sig=0.4 There is no significant difference Education F=1.741,Sig=0.1 F=2.388,Sig=0.05 There is no significant difference backward F=2.122,Sig=0.0 8 F=2.634,Sig=0.03 There are significant differences Posts organization F=4.276,Sig=0.03 F=1.993 Sig=0.1 There are significant differences The effect of demographic variable in organizational position variable variable Posts organization Table 3:ANOVA Test Sig F The above table shows that sig (0/003) and the obtained amount of F (4.276) according to the above table was obtained at least in one of this employee group with different education, there is a meaningful difference. Toki test is used for difference among groups. Organizational Posts Manager Supervisor Employee Supervisor Manager Employee Manager Supervisor Employee Employee Manager Supervisor Table 3:Toki Test Mean.۲۲۸۹۱.۲۸۳۲۴.۵۸۵۰۵ *.۵۱۰۱ -.۲۲۸۹۱.۵۴۳۳.۳۵۶۱۴ -.۱۷۷۸۹ -.۲۸۳۲۴ -.۵۴۳۳.۳۰۱۸۱ -.۲۳۲۲۲ -.۵۸۵۰۵ * -.۳۵۶۱۴ SEM.۱۷۶۸۴.۱۵۸۰۹.۱۵۰۷۰.۲۸۱۴۷.۱۷۶۸۴.۱۶۷۲۵.۱۶۰۲۸.۲۸۶۷۱.۱۵۸۰۹.۱۶۷۲۵.۱۳۹۳۲.۲۷۵۵۴.۱۵۰۷۰.۱۶۰۲۸ Significant level.۶۹۵.۳۸۴.۲ ۱.۶۹۵.۹۹۸.۱۷۹.۹۷۲.۳۸۴.۹۹۸.۲۰۰.۹۱۷.۲.۱۷۹ 118

6 Manager Supervisor Employee -.۳۰۱۸۱ -.۵۳۴۰۴ -.۵۱۰۱.۱۷۷۸۹.۲۳۲۲۲.۵۳۴۰۴.۱۳۹۳۲.۲۷۱۳۷.۲۸۱۴۷.۲۸۶۷۱.۲۷۵۵۴.۲۷۱۳۷.۲۰۰.۲۸۹ ۱.۹۷۲.۹۱۷.۲۸۹ According to the result of Toki approximate test for average difference among organizational position group, among different groups of organization CRM, Among manager and employee group in regard to sig Toki test and table in manager, employee group with average difference 0/58505 and error standard 0/002 there is meaningful difference. No difference was seen among other groups of CRM variable. The effect of demographic in backward variable: variable Backward Table4:Anova test Sig 0.03 F The above table shows that sig (0/003) and the obtained amount of F (2/634) in regard to the above table, at least in one of these groups which has different record service there is a meaningful difference in one of this groups. Toki test is used for difference among groups. Table5:Toki test باالتر از 20 backward باالتر از 20 >20 >20 >20 Mean * * SEM Significant level

7 With due attention to Toki approximate test for average different among groups of record services among different group of organization CSF, success key factor among groups with record services higher than 11-15, 20 in regard to sig %30 Toki-- test and table and average difference of 0/5967, error standard of 0/20927 there is a meaningful difference. No difference is seen among rest of group with CSF variables. Discussion and conclusion After filling inquiry by managers, nurses, salesperson, employees, and service in the company with education degree of Ph.d, M.A, B.A, College degree, diploma, data was examined and after k-s test it is cleared that data wasn t normal, so Spearman nonparametric test was used. The response of this test between 2 customer relationship management and success key factors variables, 65% and response of proportional organizational and customer relationship management 37% response management customer relationship management and focus on key customers 54% and between technology and customer relationship management 41% and customer relationship management and success key factor 56% is obtained. So with the respect to error less than 1% and assurance of 99%, there is a meaningful relation among all hypothesis. It is worth to note that between customer relationship management and success key factors variables are quantified variables and makes the main hypothesis, there is more relation and there is more correlation rate. Between customerrelationship management and knowledge management and focus on key customers with regard to response there is more correlation. It is worth to mention we address to examining research. Side hypothesis if this research was that there is a meaning full difference in customer relationship management in average scare for individual for organizational position.the meaning fullness devil of which is smaller than 0.05 was often the obtained result of variance analysis test. So there is a meaningful difference between 2 groups, test is used for clarifying groups which in respect to the result of manager and employee groups with average difference and meaning fullness level there is a meaningful difference. This research is for Golrang's industrial company which includes Sam sub companies (Ave, Softlan, Active, Oila, famila, merci) which are used and industrial product and this company is producer and export to some countries like Turkey. In today's Competitive world that the biggest challenge is being competitive, top manage tries to formula of this problem. We help top managers and big business companies and service. We help top managers and big business companies and service agencies through studying this research. Awareness of customer relationship management in today's competitive world is essential for every business company and service agency. When a company acts knowledgeably on success key factor and examining customer relationship management will compete bather about dale, business, marketing and presenting services and more satisfied customers. Although this research has problems like managers lack of coordination with researcher, lack of knowledge in supervisors, lack of related education in managers and supervisors with researcher which prolong theresearch but detailed information get hardly and Correctly to help the beneficiary like managers of this company and these which want research and gaining information. Limitations of suggested research for further study In this part the limitations of research was examined and some suggestions for further study was presented. The First limitation, statistics community was only sale and marketing personnel. The second one is weak collaboration job and education of same managers and supervisors in sale section. With due attention to the present research only address to determining relation between success key factor and customer relationship management. Similar performing in other commercial companies about other cases like factors cause CRM failing projects can be done. Also a research can be done about examining of customer relation management and its relation with sale advancement. Performing this research in other aspects and comparing result can be subjects for further research. REFERENCES 120

8 - Greenberg, p.(2002).crmat the speed of Light.Capturing and Keeping Customer in Internet Real Time. MCGraw Hill Osborne Media, 2nd edition. - GREEP, H. et al, (2005), Knowledge Management CapabilITies in CRM: Making Knowledg for, From and About Customer work, proceeding of the Eleventh American Conference on Information Systems, Omaha, NE, USAAugust 11 th. - Lin, Y.(2003) and H. Su Dynamic Customer Relationship Management : Incorporating Future Considerations in to the Service Retention Decision ", Journal of marketing,66, pp Ngai, E.W.T, (2005), Customer relationship managementresearch ( ) an academic literature review and Classification, Marketing Intelligence & Planning, 23(6), Payne, A., Frow, P., (2004), The role of multi channel integrationin customer relationship management, Industrial MarketingManagement, Vol.33,