Investigation the Effect of Customer value on performance of Customer Relationship Management (Case Study: Parsian E-Commerce Company)

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1 Investigation the Effect of Customer value on performance of Customer Relationship Management (Case Study: Parsian E-Commerce Company) Seyyed Mohammad Nopasand Asil 1, Mostafa Ebrahimpour 2, Zahra Saberdel Sadeh 3 1. Faculty member at the Department of Management, University of Guilan, Rasht, Guilan, Iran 2. Faculty member at the Department of Management, University of Guilan, Rasht, Guilan, Iran 3. M.B.A Student, University of Guilan, University Campus 2, Rasht, Guilan, Iran ABSTRACT Competition in current markets has become more severe than the past and the distance between success and failure is little. Organizations that is able to manage data and processes related to the customers through the best way, have significant competitive excellence than other organization. Each active organization in an industry try to attract more customers. In this direction they use new technologies of the era that one of them is customer relationship management(crm).current research regarding goal is applied, the relationship between variables is causing and regarding method of data collection from audience, it is descriptive-surveying. Statistical society of this research includes all staff and managers of Parsian electronic company (Pekko) that regarding limitedness of number of members and staff who are 150 people, all people full-census (sensus) have been considered. Data of research has been obtained through distributed questionnaire that summarizing data has been done through SPSS 22 software and structural equation modeling and direction analysis has been done by using Amos 18 software. The results show the effect of all variables of research and only the effect of customer satisfaction on performance of CRM has not been confirmed. Key words: customer value, customer satisfaction, customer loyalty, performance of CRM INTRODUCTION In current economy that becomes competitive increasingly, balancing power has changed from organization toward customers. Customers have more selection and better information and competitive pressure and cost of customer attraction increases. Creating deep relationship with customer and making them loyal to organization is an opportunity for discriminating from other competitors that CRM enables organizations to make long-term relations with customers by identifying customers, needs, demands and their preference and is counted as a key factor for success in current dynamic market (Sehat and Oveisi, 2009). Companies presenting services like electronic service companies that experience movement toward economic reforms, competitive market and globalization, should try to preserve and increase domestic and foreign customers by applying new strategies that CRM can be a proper method for achieving goals. Identification and implementation of these effective factors can have significant role for growing this industry. This research by evaluating performance of CRM based on customer behavior method, customer asset and quality of relationship, helps companies at saving customers and attracting new customers. Also many attention has been paid for experimental consideration and the way of effect of each dimensions of customer expected value on especial aspects of performance separately and it is expected that this consideration helps managers at perceiving what customers really give value and where they should pay more attention so that they achieve required advantages at market competitive atmosphere and increase advantage of CRM. Literature review In recent years, the concept of customer expected value in strategies and theoretical literature of marketing has significantly been used. In discussion of competitive excellence and accessing long-term success for business organizations, customer expected value is counted as an axial factor (Khayfa, 2004). In fact experimental consideration about effect of dimensions of customer expected value for companies that acted for implementing CRM is vital, because presenting best value to a customer can

2 impose meant cost. In some cases even this anxiety exists that such cost have best value for the customer regarding potential financial benefits. In other word although companies confirm that presenting best value to customer comparing to competitors can lead to more profitability there may exist the anxiety that main cost of this process causes profitability of companies, therefore it is necessary that companies have considered the effect of each dimension of customer expected value and devote their limited benefits to presenting best value to customer based on that. Evaluation of performance of CRM is done based on customer behavior model, customer asset and relationship quality (Blatberg et al, 2001). Also many attention has been paid for experimental consideration and the way of effect of each dimension of customer expected value on especial aspect of CRM performance separately and it is expected that this consideration helps managers at preceding the point that what is valuable for customers and where they should pay more attention to it so that they achieve required advantages in market competitive atmosphere and increase advantages of CRM (Wang et al, 2004). The goal of CRM is making beneficial and mutual relations with customers or at personal or section level. One step for achieving this goal is customizing value for attracting and keeping important customers through strategic method, the goal of CRM is fitting supply with customers need. Customers need is not as the same form. Customizing has implicit concepts of cost and income and it may have strategic concept because it creates competitive excellence and on the other hand it is attractive for customers. However due to customizing cost, there are limitations and even customizing may mean losing thrift and therefore costs for customer increase (Batel, 2004). Organizations for increasing the opportunity of their success in this relationship and attracting the most valuable capital that is customers need to identify the most important factors in CRM (Hadizadeh Moghaddam et al, 2010). Companies that compete for market power are permanently going to find ways for taking over competitors. Successful management of relationship with customer is one main competitive advantage that companies can exploit for preventing customer transference toward other companies. As a company can make more effective relationship with his customers, it can acquire more opportunity for presenting services and products to the customers (Kimiloglou, 2009).In order to have an extensive set of tools, technologies and instruction of relationship with customer is necessary. CRM is a professional movement higher than increasing volume of transactions that its goal is increasing profit, income and customer satisfaction. Therefore CRM is basically a working strategy and an operational point against technical viewpoint and a regular strategy for making and keeping long-term relationship with profiting customers and a successful start for it results from strategy and philosophy of business that concentrates all activities of company on customer need. This technology is as an strengthening factor for process that leads strategies toward business results (Tohidi and Jaberi,2012). Figure 1-1 shows general framework of customer expected value and performance of CRM that can be used at achieving these goals. At the right part of chart, performance value, social value, emotional (affective) value, customers felt lost have been presented as key dimension of customer s expected value, and at the left part performance of CRM has been explained based on tangible and intangible aspects. At the first section, possible behavior of customer like keeping customer(length of relationship) purchase/repurchase(depth and width of relationship), speech and so on are emphasized that was obvious and has capability of decreasing tangible advantage like profit and final emphasis of performance of CRM is on behavior of customers that in practice provides fundamental value f customers. These behaviors of customers are socalled quality of relationship. 474

3 1- Customer value affects performance of CRM based on customer behavior. 2- Customer value affects customer satisfaction. 3- Customer value affects customer loyalty. 4- Customer loyalty affects performance of CRM based on customer behavior. 5- Customer satisfaction affects CRM performance based on customer behavior. 6- Customer satisfaction affects customer loyalty. Methodology This research regarding goal is applied and regarding nature it is descriptive-surveying. Statistical society of this research has been chosen as census that is consist of all staff and managers of Parsian electronic trade(pekko), presenting electronic services such as automatic charge, paying bill, buying train ticket, reserving hotel, selling car and having kinds of internet cards(cash cards, purchase cards, visa card and kinds of gift cards) that are 150 people. In this research questionnaire is the main tool for data collection of research. In this research a questionnaire having 35 questions with a scale of 5-item likert spectrum has been used. Among various methods that exist for determining measurement credit, superficial validity for this research has been used. For determining reliability of questionnaire cronbach alpha method has been used. Table 1: Cronbach alpha of research variable Variable Cronbach alpha Lost cost 0.94 Performance value 0.90 Social value 0.89 Emotional value 0.95 Customer satisfaction 0.86 Customer loyalty 0.97 CRM performance

4 Total questionnaire 0.94 Findings of research Descriptive findings The result of considerations showed that 93 people equals (62) percent of respondent are male and 57 people equals (38) percent are women. Also the highest frequency is related to age range of people equals 38.7 percent and the least frequency is related to age range lower than 30 years with 25 people equals 16.7 percent. On the other hand 150 participants of current research, 60 people have B.A document that devote the highest frequency to themselves and other people, 35 people have postsecondary, 29 people have M.A and higher education and 26 people have diploma and 64 people have 3-7 years of work record that devote the highest frequency to themselves and 39 people have had less than 3 years of record that have the least amount than others. Inferential findings After describing variables and obtained responses of statistical societies in this section identified hypothesis and applied statistical test has been used. In other word in this chapter obtained findings have been analyzed to be able to consider accuracy of hypothesis. Before testing hypothesis by using Kolmogorov-smirnov test normality of distributing research variable has been confirmed. For considering hypothesis the technique of factor structure analysis has been used. The result and general model of this research regarding the effect of variables on each other simultaneously after implementing in AMOS18 software has been summarized below: Figure2: structural model in standard mode Coefficient direction of variables in standard mode and error level of 0.05 has been shown in table 2: 476

5 Table 2: direction coefficient in standard mode from To B t Sig Conclusion Performance value Customer value 0/451 7/ approved Social value Customer value 0/299 4/ approved Emotional value Customer value 0/193 3/001 0/003 approved Lost value Customer value 0/229 3/ approved Customer value Customer satisfaction 0/240 3/020 0/003 approved Customer satisfaction Customer loyalty 0/913 29/ approved Customer value Customer loyalty 0/064 2/050 0/040 approved Customer satisfaction CRM 0/083 0/926 0/355 approved Customer loyalty CRM 0/809 8/ approved Customer value CRM 0/081 2/307 0/021 approved Conclusion and suggestions Result of research showed that customer value has meaningful effect on performance of CRM. It is suggested that company reflects key dimensions of value to improve performance of CRM system and on the other hand by achieving mentioned value, strengthens satisfaction of consumers of services that this action finally leads to customer loyalty to presented services in the company. The result of research showed that customer loyalty has meaningful effect on performance of CRM. It is suggested regarding customer value and customer loyalty affected performance of CRM based on customer behavior, companies for making loyalty in customers and also performance of CRM use a customer database to extract required data and review them and achieve better perception of customer behavior. Result of research showed that customer satisfaction has meaningful effect on customer loyalty. It is suggested that regarding the existence of positive and direct relationship between satisfaction and customers loyalty for saving capability of competition and achieving high goals of company consider satisfaction of customers systematic and periodically, because in current competitive world demands and expectation of customers, especially about products and services, is changing any moment therefore customer attitude should be measured continually and manifest their negative and positive points. The result of research showed that customer value has meaningful effect on customer satisfaction. Company by writing strategies and necessary policies in relation with customers like best behavior and listening to customer for hearing his demand, for decreasing complaints and conflicts strengthen performance, social and his emotional value for customers and regarding positive and direct 477 effectiveness that these values have on performance of CRM, loyalty and customer satisfaction strengthens these factors. It is suggested that a company use the best and most updated technologies at presenting services for achieving competitive excellence in market and by presenting available services for welfare of customers pay more attention to lost values of customers that this action finally leads to strengthening CRM, loyalty and customer satisfaction. It is suggested a company by doing comprehensive survey and acquiring identification of competitors and customers, for different customers present different suggestions about product and services and advertise comprehensive plans to be able to increase loyalty in heir customers in order to improvement system of CRM. It is suggested a company by correct organizing of CRM feel intangible effect of customer loyalty and encourage them to repurchasing and word of mouth advertisement. References 1. Blattberg, R. C., Getz, G., Thomas, J. S. (2001). "Customer Equity: Building and Managing Relationships as Valuable Assets". Harvard Business School Press, Boston, MA. 2. Buttle, f. (2004). "Customer Relationship Management Concepts and Tools", Journal of Management Review, PP Hadizadeh, Akram; Raminmehr, Hamideh, and Haj maghani, Reza.2010.presenting model of implementing CRM (case study, Saderat bank of Tehran province). 4. Kimilogu, Z. (2009). "What signifies success in e-crm? Marketing intelligence & planning, vol.27 No.2, pp Tohidi, H., Jaberi, M. M. (2012). "CRM and Marketing Attitude Based on Customer s

6 Information". Procedia Technology I, PP Wang, Y, polo, H., chi R., Yang, Y (2004). "An integrated framework for customer value and customer relationship management performance: a customer based perspective from china". Managing service Quality, Vol. 14, No. 58, pp

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