Relationship between Qualities of Work Life of Employees Crescent Province to Improve Customer Relationship Management

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1 Relationship between Qualities of Work Life of Employees Crescent Province to Improve Customer Relationship Management MarziehVahidi Roodpishi 1, KeyvanVahidy Rodpysh 2 1. MA Student of Financial Business Management, Islamic Azad University, Rasht Branch, Rasht, Iran 2. Department of IT, Gilan University of Applied Sciences Crescent, Rasht, Iran Abstract Nowadays, incontemporary management, the concept of quality of work life has become a major societal issue throughout the world; whilein the past decades, just personal life (nonworking) has been emphasized.the quality of work life illustrates the type of organizational culture or management methods, in which personnel, based on it improve their sense of ownershipand self-esteem. On the other hand, the emergence of new instruments such as customer relationship management willincrease organizational capacity, to reduce internal costs, better interaction with the environment, and finally more profitabilityto organization.in fact, customer relationship management is a strategy that is used to acquiremore knowledge about customers' needs and behavior toward more communicating with them.in fact, customer relationship management is a strategy to monitor the entire process of customer service. One of the things that had not been mentioned in the context of two areas in the field of Reliefandtreatment. So we decided to investigate the relationship between qualities of work life of customer relationship management in the province Crescent staff pay..thissample sizeto176employee screscentprovincefor this purpose Analyzed using descriptive and inferential statistical methods such as T-test and analysis of variance was performed using the software SPSS 21 The resultsobtained fromthis researchindicatethe impactonquality of work lifeofcustomer relationship managementinred Crescent Organizationof Gilan Keywords: Quality of Work Life, Customer Relationship Management, Customer Orientation, Red Crescent Organization of Gilan 1. Introduction Nowadays one of the contemporary management concepts that have become a major societal issue throughout the world is the concept of quality of work life. Edgar and Baldwin argue that quality of work life is a set of real work situation in organization, and believe that quality of work life indicate employee s attitudes and feelings toward their own activities[6].therefore, organization, in order to improve the quality of employees life, develops more opportunities to influence personnel and cooperating on effectiveness of the organization. This will lead employees to use their intelligence, such that as a member of organization help improving decision-making process that is performed by organization s top managers. Some of discussed issues in this area include: 1- Promoting the employeesquality of work life through setting leisure time system for them [8]. 2- Investigating the relationship betweenquality of work life and customer relationship management in public organizations of Marivan [17]. 3- The impact of employee quality of work life by their initiatives, case study of units in the electricity sector, India [9]. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 614

2 As it is mentioned, an important concept, in recent decades that is called marketing decade, and in the field of personnelquality of work life is the concept of customer relationship management that means the effort of organization to develop and provide higher valuecustomer. Organizations have widely recognized that customers are their most important asset therefore paying attention to relationships with customers as beneficial and mutual transactions, as well as opportunities that require managing [11]. 2. Literature Review If the quality of work life of employees in the organization should include the following three levels: 1 - Organizational level: This level of quality is the customer satisfaction. 2 - Process level: This level is the relationship between internal and external customers, suppliers and customers of the other chains is considered. 3 - Individual level: The goal is that every individual in the organization, known for her next client can then fulfill her desires. The distinctive feature of the Perceptions of the quality of working life, research shows that some indexes are common in most communities. Among the common factors that are often referred to as the power, rights and benefits, health and welfare and pension insurance and the like named. Customer satisfaction is a subject that should be acknowledged that the quality of work life of employees at all levels has been established. Customer Relationship Management seeks to attract, retain, develop relationships with customers that tools and technologies in the field of customer relationship management. For example, strategies for customer relationship management, customer relationship management tools in new technologies such as the telephone or interaction between the customers, analyzing the data collected from the customer by customer relationship management and analytical tools to assist managers for the purposes of the organization's top decision making and organizational efficiency, customer data collected by different departments of the organization, all of these steps requires different organizational units that need help and assistance staff, the staff is quality of work life in order to reach these goals so they can help the organization. In order to improve the quality of working life of the customer relationship management research was conducted to investigate the expression of the two domains are less intense. Of the research and evaluate the quality must not work life of the basis staff CRM. But the data subject and measurement in order to investigate evaluation in both areas, appropriate and useful research provides. In Table 1, some research has been conducted in two areas discussed outside Iran shows. 3. Research Method To investigate the relationship between the qualities of working life on Walton's model of customer relationship management is used: 1)The first step is to determine the next eight social attachment and social integrity of payment of fair and adequate career development of individual capacities overall atmosphere of the opportunity of work-life integration healthy and secure environment 2) The second step is to capture aspects of maintaining and expanding customer relationships and customer orientation are paid 3) In the third step, finally, through descriptive and inferential statistical methods to examine the relationship between qualities of work life of 8 Customer relationship management is discussed. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 615

3 Table 1. Performed Researches about Subject Out of Iran Researcher Topic Results Michelle Lee et al, 1986 [10] Lao, 2000 [2] Shin Cheul, 1990 [3] Rah et al, 2005[4] Yonguee et al, 2011[5] Anthony, 2011[6] Relationship between participating in quality cycle and programs related to employee quality of work life, and attitudes,productivity and behaviors of work choosing Comparing the performance of companies that are known to have a high quality of work life and performance of other companies Empirical analyzing of excellent correlations among the factors of auditors' quality of work life Identifying effective factors on customer relationship management An integrated framework to customer value and the performance of customer relationship management organizational commitment, job satisfaction and quality of work life There is positive and significant relationship between quality cycle and changes in perceptions of quality of work life Results indicate better performance of companies with personnel who have high quality of work life than other discussed companies Job controlling will help customers controlling and can reduce auditors stress; both have direct and significant effect on job stress, but customers controlling has negative effects on stress that its reason was increasing the role conflict; these results, in combination, have positive effect on customer satisfaction All above factors directly are in associated with customer relationship management and their improvement has a positive impact on customer relationship management Providing higher value to customers will have a significant effect on customer behaviors; and the performance of customer relationship management should be measured through customer behaviors it was not so positive in understanding quality of work life among personnel, in aspects related to job and relationship between co-workers; and organizational commitment was neutral 3.1-Population and methods of data collection The study population consisted of employees and managers Crescent province in 1391, which is 325 times declared that the formula is calculated as follows sample Cochran Among the 82 men and 94 women workers are in the field of education staff from the 53 degree, 64 degree, 45 degree and 14 masters is high.data from the population using a questionnaire based on the index Liker five option packages and the measurement of rank, is used. On the other hand in order to examine the validity of the expert's opinions regarding survey questionnaire technique, Cronbakh's alpha was used 's. Results on 30 samples indicate the sample size is greater than 0.7, which indicates the reliability coefficient alpha is present Methods of analysis Spss21 software for data analysis in descriptive statistics and inferential statistics are used to determine the frequency of descriptive statistics for the data used. Inferential statistical methods in the analysis of variance, Pearson correlation tests were used.regression analysis of the causal effect of one of the causal factors is another simple linear regression model is shown as follows: This model can be seen as independent variables X and Y is the dependent variable. Using this model, we showed that X has an effect on how the variables. In order to evaluate and model of customer relationship management (Y) and quality of work life (X), the indicator COPY RIGHT 2013 Institute of Interdisciplinary Business Research 616

4 of the adequacy of the model presented in the following table to fit model results will be discussed. 4. Analysis of Results As noted, the main study the relationship between qualities of work life of employees with customer relationship management case study, which is the province Crescent. To determine the version of the hypothesis significance test on the coefficient of the variable is used. Results obtained are as follows: Quality of work life of employees Crescent province is significantly correlated with customer management organization, the significance level obtained (0.004) is less than alpha R (a=0.05) is the general result indicates that the quality work life of employees and managers in different parts of the Crescent is better; the customer relationship management will be improved. Correlation between the two variables is linear, i.e., both increased or reduced, there is moderate correlation between the two variables (r = 0.365) Table 2. Test the relationship between qualities of work life of customer relationship management customer relationship management Dependent variable Independent variable Intensity Significant Number Quality of work life To investigate the effect of the regression model are analyzed in the following table you can see the results. Test - Watson 2.05 Table 3.the normal distribution of the test data between CRM Standard Correction Coefficient of deviation coefficient determination correlation coefficient According to the statistics in Table 3 it can be noted that the correlation coefficient is Coefficient of is obtained.is used to determine adjusted. In this test, this is also equal to percent. Due to the amount of Test-Watson statistic is between 1.5 and 2.5, we conclude that the residues independence. Table 4 shows the significance of the regression F test is calculated. Table 4. Regression analysis of the quality of work and customer relationship management Significant F-statistic Meansquare Degrees of freedom Sum of squares Source changes Regression remaining Total The results show significant variance calculated for this statistic indicates the significance of the regression at a level equal to 0.003% 99 (0.003sig =) there. Histogram plotted on the regression COPY RIGHT 2013 Institute of Interdisciplinary Business Research 617

5 model confirmed the hypothesis of normal residuals; the estimated regression model is acceptable. Fig1.The distribution of the dependent variable with the standardized predicted values and residuals Fig2. Normalized histogram of residuals Fig3. Normal distribution of residuals charts COPY RIGHT 2013 Institute of Interdisciplinary Business Research 618

6 Table 5. Model the impact of quality of work life of employees on customer relationship management Model Non-standardized coefficients Standardized coefficient t sig B Std.Error Beta Constant quality of work life Variables entered into the regression equation in Table 5 is the core of the regression analyzes are presented. Regression equation using B-column can be calculated as follows: Customer Relationship Management =0.401 Quality of work life Error In other words, the improvement of quality of Life employers to units of customer relationship management in various parts of the study promoted will. Samples t-test of the regression coefficients in this table shows that the coefficient was significant sig = and customer Relationship Management is effective in meeting the organization Conclusions Fig4. Fitted linear quality of work life of customer relationship management The aim of this study was to determine the relationship between quality of work life Crescent staff and customer management organization and as a result, all components of the quality of work life (working life and independent living space for the whole thing) and directly correlated with the level of communication with the customer. This means that the organization will improve the quality of life as well as improved levels of customer management and the positive side of traveled. The most important variables influencing the customer relationship management, environment is safe and healthy and fair pay.quality of work life and its relation to critical customer issues in organizations today. Finally, it has the potential to customer relationship management, communication and decision-making needed to provide continuous and constant high quality and low cost services to the beneficiaries to present. Customer relationship management, sales force more time to sell and increase the effectiveness of sales.response time and increase the quality of customer service and marketing unit allows to better understanding customer issues and trends.enables organizations to share a single view of COPY RIGHT 2013 Institute of Interdisciplinary Business Research 619

7 customers and every one of them as an individual and specific customer behavior and how to interact with the company will allow customers to choose. Finally, the environmental organizations as dynamic beings are born with the necessary facilities and expanding growth through the supply of valuable products and services environment and facilities the growth and development process societies.increase incustomer relationship management is not a onedimensional action is a continuous work in addition to components of other key components of quality of work life of employees affected, such as the staff share of Empowerment the justice inclusion organization job Security etc. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 620

8 References Beaudion,LE,Edgar L.Hassle,2003, Their importance to nurses quality of work life Nursing Economics Lau,R,2000, Quality of work life and performance an ad hoc invitation of two key elements in the service profit chain model.international journal of service industry.pg Shin cheool,k,1990, An Emprical analysis of causal relationship among quality of work life factors in end use computing,ph.d. dissertation, university ofnebraska Roh, T.H.,Ahn,C.K.&Han,2005, I:The priority factor model for customer relationship management system success.expert Systems with Application,vol.28,pp Yonggui,w.,Hing, PO.LO.,Renyong,C.,and yongheng,y,2011, An integrated framework for customer value and customer-relationship-management performance,manageing service Quality.vol.14no2 Anthony.F.C:Organization commitment, 2011, job satisfaction and the quality of world life.ph.d.dissertation, university of Massachusets. Plakoyiannaki,E,2005, How do organizational members perceive CRm? Evidence from a U.k.service firm,journal of Marketing management,vol.21,pp Jo-Hui Lin, Jehn-Yih Wong, Ching-hua Ho, 2013, Promoting frontline employees' quality of life: Leisure benefit systems and work-to-leisure, conflicts Original Research ArticleTourism Management, Volume 36, Pages Sundaray B K,Sahoo C K,Tripathy, S K, 2010,"Employee Relations Initiatives and Quality of Work Life: A Study In Power Sector Units,52nd Annual Conference of the Indian Society of Labour Economics, December, Karnataka University Mitchel,lee,at al, 1986, Employee participation in quality program :Impact on.quality of work life productivity,and absenteeism.journal of applied.psychology. Abbasi, Muslim, 2011, "Relationship between quality of work life of customer relationship management in public organizations of Kurdistan", M.Sc. Thesis, University of Kurdistan COPY RIGHT 2013 Institute of Interdisciplinary Business Research 621