Impact on customer loyalty, relationship marketing (Asia Zhooleh case study)

Transcription

1 Jurnal UMP Social Sciences and Technology Management Vol. 3, Issue. 3, Supp. 1, 2015 Impact on customer loyalty, relationship marketing (Asia Zhooleh case study) Azad Nozhatzadeh, MBA Student, Department of Management, Aras International Campus, University of Tehran, Aras Free Zone, IRAN Peyman Hessamfar, MBA Student, Department of Management, Aras International Campus, University of Tehran, Aras Free Zone, IRAN Abbas Ahmadi Assistant Prof., Department of Management, Aras International Campus, University of Tehran, Aras Free Zone, IRAN Abstract The purpose of this study was to evaluate the effect of relationship marketing on customer loyalty (Case Study: Asia Zhooleh) is. This research is aimed at developing e-applications, in terms of how to run and in accordance with the objectives of the survey. The population of customers Asia zhooleh in Iran was determined that a sample size of 208 people. Access to the sampling method for sampling samples convenience. A questionnaire was used to collect data. Questionnaires to some experts (experts) were the results of this study led to the reform of the items. As a result, face and content validity of the questionnaire were received. Cronbach's alpha coefficient for each variable were more than 0.7 and thus the reliability of the questionnaire was confirmed. To test the hypothesis, one-sample t test, Pearson correlation and regression vicariate significance level of less than 0.05, a software application used spss19. The results showed that the clients see social factors, information sharing, activity monitoring sales and marketing relationships as a component of a good relationship in the company were studied. The results showed that, for every one unit increase in the improvement of customer attitudes to social factors, the exchange of information in the company, the monitoring of employee relations, respectively, 52, 50, 40% to refer them to the company, added. The staff, quality of service and reliability as indicators of sales variable regression coefficient 0.721, and respectively, the largest customer loyalty is to explain Key words: marketing, relationship, loyalty, Inc. ASyazhooleh, Introduction The business world today is going through his routine with marketing and strategy. A process that inevitably comes and goes. In an effort to maintain continuous business benefits, devote our time and resources on long-term plans, such as customer retention is of great value (Yu and Tung, 2013)). Initiatives of customer loyalty, begins by asking relevant questions: Which customers are dissatisfied? Which customers are likely to leave the organization? What can be done to keep customers? Customer analysis to the fundamental questions of science through the analysis of customer behavior, identify resources and strategies that are working to protect customers, responds ( Harrington-Griffin, 2012)). When an organization is constantly attempting to provide superior value and regain customer loyalty, market share and increased revenue and reduced costs of acquiring and servicing customers. But this is not the only organization that will benefit from the loyalty of our customers, but also will benefit equally. The benefits can be summarized in the following cases:.loyal customers are willing to do less arbitrary deals 1..To create loyal customers are more word of mouth advertising 2. Loyal customers buy more products with less marketing effort that Bennett and (Bove. 2002).The truth is that we all need continuing education in the art of our loyalty. Loyalty due to its nature, is that we have ourselves to a person, group, or the formation of something, we are committed. So, trying to be faithful need to learn the true meaning of customer service we deliver to( Aksoy, et al, 2009).Today's world is full of change and transformation. Changes in technology, changes in the information, a change in the people's demands, changes in consumers and changes in global markets. But the most important changes in the business, changes in the value of available buyers As the main cause of the current success in leading organizations in every industry known and owes its success to its ability to offer and deliver more value to customers than their rivals know( Vegholm, 2011).Relationship marketing seeking to establish such relationships with target customers that again in the future he (company) purchase and encourage others to do( Varela-Neira, et al, 395

2 Impact on customer www. jsstm-ump. org 2008) The best approach is to maintain customer satisfaction in the large customer and what he considered to be value Considered to be strong as a result of his loyalty to the company Chiu, etal, 2005).Relationship marketing all steps the company to identify and provide better services to our valued customers and it is his will. Relationship marketing, ongoing process to identify and create new value for our customers in the interests of mutual interest and the interests of the customer life cycle is divided with him Gronroos and Chrisitian., 2004 Marketing RelationshipAmong the interest groups, the most important client and customer relationship marketing has seen an asset that does not depreciate, and although on the balance sheet where companies, but in fact all the more important items is Ashley, et al, 2011)). Relationship marketing, not only for these services in place, time and price Mvrdtqazay target market, were provided, but it will be so again in the future relations with the target market from the child and others to encourage it. Relationship marketing seeks to retain more customers and losing fewer customers (Domenico, 2010).Relationship marketing useful when managing interactions, relationships and networks become a fundamental issue. Relationship marketing plans to establish a relationship with customers. This relationship aims to maintain and strengthen the goals of the two sides met. This can be achieved when there is mutual coexistence and promises be fulfilled Kaynak and Harcar, 2005 customer retention, in most markets, the key importance, where threats other products the company takes precedence. As dictated by the pattern of relationship marketing, customer retention, a strategy for long-term survival and profitability is Chu, 2009)). Several studies have shown that customer retention and reduce defects leads to higher profitability Shammout, 2007)). So it is not surprising that many of the research studies on relationship marketing and factors that may lead to its success make (Su-Wen, 2011). All manufacturing companies in recent years with changes in laws and regulations, consumer demand for new services and modern technologies and new competitors are entering. As a result, most of the industries and companies to Learnt of marketing and market research have clear evidence that the industry move towards being competitive.since it is possible to prevent the movement of customers to competitors (Cheng and Lee, 2011).Asiya zhoole Company (Limited), a pioneer in the production of various types of industrial lubricants in the Middle East. Asiya zhoole company from the very beginning due to the high quality and low production capabilities to speed their place in industries such as steel, steel, rolled steel, cement and other industries have stabilized. Asia zhoole company now has six major product lines and a line pilot plant and laboratory equipment to complete it to produce more than 50 types of special lubricants. 90% of the greases in Iran for the first time been produced b Asia zhoole. Given the importance of this paper firstly review the situation from the perspective of customer relationship marketing initiatives Asia zhoole in Iran. Empirical Review in literature -Ranjbariyan and Barari (2007), research on "relationship marketing approach to improve customer satisfaction" did. This article based marketing relationship such as trust, commitment, communication, conflict management and competence in customer satisfaction with banking services is examined. The results show that the order of priorities, eligibility (0.253), communications (0.204), and trust (0.136) and conflict management (0.095) on customer satisfaction with the services associated Saman Bank, but commitment is not meaningful relationship with their consent. -Judge M. et al. (2011), the effect of relationship marketing on customer loyalty, relationship marketing model have been developed. Finally, it can be concluded that a significant positive correlation between relationship marketing and customer loyalty there -Ali shiri et al (2012), a study entitled "Effect of relationship marketing based on customer loyalty Kerman Balan travel agency" did. In this study, the model RE (marketing relationship, Dobysy, 2005) to examine the foundations of relationship marketing agency in the form of trust, commitment, conflict management and communication is used. Using Spearman correlation coefficient, a significant relationship between the four founders and the highest correlation between commitment and confidence obtained. Friedman test, founded on the basis of the ranking is to 1) trust, 2) communication, 3) commitment, 4) Conflict Management -Jalali Gorgani and Mehran (2013), a study entitled "Relationship between relationship marketing methods and behavior repurchase retail chain stores Gorgan" did. Four methods of communication, preferential treatment, and reward personal, relationship marketing methods were studied results of this study showed that among all the methods used by the willingness of customers to continue shopping, there is a significant correlation Also The relationship between customer willingness to continue purchasing relationship satisfaction and commitment was confirmed relationship between trust relationship satisfaction, trust, 693

3 Jurnal UMP Social Sciences and Technology Management Vol. 3, Issue. 3, Supp. 1, 2015 relationship commitment and the commitment of the relationship with this customer buying behavior was confirmed. -Samadi et al (2014), research on "design with an emphasis on the role of insurance companies auto insurance customer loyalty, relationship marketing ties" did. The results showed that all transplant relationship marketing customer loyalty is positive and significant effect. Financial and organizational links, the greatest impact on customer loyalty, a positive and significant effect on the quality of service social bonding, social bonding effect on the quality of the relationship is positive and significant effect on the quality of the relationship between the structural connection and the quality of service, quality of service positive and significant effect on the quality of the relationship and the quality of the relationship is positive and significant effect on customer loyalty. -Amiri et al. (2014), a study entitled "The role of marketing in the training relationship" did. Educational services many companies have come to the conclusion that satisfied customers are their most important assets, so the business strategy should be based on clear Resource allocation should be based on maintaining the status of customer assets. -Jalkala and Salmynn (2010), research on "customer-oriented operations and marketing functions as customer reference -The impact of marketing investments" did. The customer references can be a marketing assessment, the 1-profit customers the reliable transmission effects, (2) Upon the adoption of an electoral process, (3) to explain and clarify the complex solutions, (4) provide empirical evidence of direct, previous performance, technological efficiency and customer value be preserved under the influence. -The customer can be submitted within: (1) facilitate organizational learning, (2) the development of the proposed development, staff motivation 3 and 4 of awareness of customer requirements, competition and customer value has been maintained within the organizational impact place. identification of performance and functionality for customer marketing return. -Liu et al. (2011), a study entitled "The impact of the quality of relationships and obstacles signaled on customer loyalty" did. Because the cost of attracting new customers is higher than the cost of maintaining old customers, maintain customer loyalty is a critical issue for service companies. This research examines how the quality of relationships and obstacles signaled impact on customer loyalty. The quality of relations between the two aspects: the satisfaction and trust. Of satisfaction and trust have been examined, to test the proposed research model, sampling method is used. Feedback forms were distributed among mobile phone users in Taiwan and the total amount of 311 questionnaires were returned. -Structural equation modeling was used to test hypotheses. Satisfaction, trust and loyalty obstacles on impact substitute. According to the records found by the fun and satisfaction affect the quality of service. While the quality of service and intimacy impact on confidence. From management's perspective, this study suggests that interns should not only aim to improve the quality of services but should provide vitality to guarantee customer satisfaction. Service providers should also signaled to build quality relationships and obstacles in order to reduce the deficit and achieve customer loyalty. -Chen (2013), a study entitled "The impact of marketing strategies on maintaining customer relationships online" deals. The findings show that the financial link with the customer's perceived value is positive and significant relationship. The link between social and structural link with customer perceived value and quality of the relationship is positive and significant. Between the three types of relationship marketing strategy indirectly through the perceived value and quality customer relationship, there is replacement cost. The results show that the quality of the relationship, the greatest influence on customer loyalty, and then the replacement cost and perceived value affects customer loyalty. -Mikoel-Romer et al. (2014), research on "relationship marketing management: its importance in the development of private label" did. The purpose of relationship marketing, creating long-term relationships between partners is useful. In terms of convenience goods market, study, private label in the traditional categories as a tool to develop effective relationships, suggests. The main contribution of this study is used to explain the relationship between loyalty and successful private label strategy is the development of brand stores. Design based on a sample of 434 people using the software EQS, this study shows that the experience of satisfaction, trust, and commitment to customer private label, an important role in customer loyalty to private label in convenience goods, increased willingness of consumers to buy new private labels in categories such as durable goods, plays. Building trust and commitment, which ultimately leads to loyalty, a strategic objective and a source of long-term profitability for the retailers. 397

4 Impact on customer www. jsstm-ump. org Definition of concepts Relationship marketing concept of relationship marketing in the US for the first time in article marketing literature (2003) was as Ndubisi, 2007)). Relationship marketing strategy to identify, develop, maintain and improve relationships with both customers and shareholders that the relationship of mutual trust is established `by. relationship to promote the participation of customers, suppliers and shareholders For the cost of the company's activities, such as marketing and relationship marketing principles applied in the real world, managers of factors, including market conditions, equipment information, customer databases, the ability of customers to use the system and environmental factors and other important information to create a warm and friendly relationship with customers and given that the performance of each method used, different time and place will be different( Doaei, et al, 2011).Relationship marketing has made a major change in the market and the move away from thinking only about competition and conflict, to thinking about the dependence is mutual cooperation. Relationship marketing cooperation of various parties such as suppliers, distributors, dealers and retailers aim to offer the best value to customers consider that (Cutler 2000). Customer loyalty in a very general perspective, customer loyalty, a sense of involvement or interest in people, products or services of an organization (Boora and Singh, 201). The most comprehensive definition of customer loyalty proposed by Oliver. His loyalty is defined as a deep commitment to repurchase or permanently a product / service promoted continuously in the future as a result of the buy back of the joins are realized, despite environmental influences and marketing efforts which can lead to behavioral change are the customers (to the other brands) Winch, 2011.The concept of customer loyalty and create loyal customers in the business sector as "the ability to engage in trade with the specific customer to buy goods and services are frequently" described. Loyalty occurs when customers feel strongly about the organization can best meet their respective needs (God and Heidari, 2002). Research hypotheses First hypothesis: social factors as one of the components from the perspective of customer relationship marketing are more than average.. The second hypothesis: the exchange of information as one of the components from the perspective of customer relationship marketing is more than average.. The third hypothesis: the monitoring of relations as one of the components from the perspective of customer relationship marketing is more than average.. The fourth hypothesis: sales activity as one of the components from the perspective of customer relationship marketing is more than average.. Fifth hypothesis: the contribution of social factors in explaining changes in customers' loyalty to the company is significant and positive. Sixth hypothesis: the contribution of information exchange is positive and significant in explaining changes in customers' loyalty to the company. Seventh hypothesis: explaining changes in the monitoring of customer loyalty to the company is significant and positive. Eighth hypothesis: the share of sales activities and its components in defining a positive and significant changes to the company's customer loyalty Research Methodology This research is aimed at the development research group Applied placed. Also in the running, according to the research objectives of the survey was to obtain the desired information. The population in this study Asiya zhoole customers in Iran. The sample size of 208 patients was determined. Access to the sampling method for sampling samples convenience. A questionnaire was used to collect data. The questionnaire has four main operating factors, relationship marketing, and 6 following factors: (a social factor of 5 items, three items of information exchange, sales activities (Trust 3 items, 15 items of service quality, staff 4 items), monitoring the relationship ( customer complaints management 4 items)) (Abbasi,2003). 5 Likert items in a range of very high (5), large (4), not least not much (3), low (2) very little (1) has been set. Changing customer loyalty questionnaire included six items in the range of 5 Likert strongly agree (5), agree (4), impartial (3), disagree (2) and strongly disagree (1) has been set. Then the questionnaires to some experts (experts). The of this study was to reform the items. As a result, face and content validity of the questionnaire were received. Cronbach's alpha coefficient for each variable were more than 0.7 and thus the reliability of the questionnaire was approved. To examine the hypothesis of the research is to test for inferential (t- student one example, Pearson correlation and regression bivariate) at significantly less than the 0.05, was used. In 693

5 Jurnal UMP Social Sciences and Technology Management Vol. 3, Issue. 3, Supp. 1, 2015 this regard, the software spss version 19 was used.the results shown in Table 1, the one-sample t-test to evaluate the significance of the first hypothesis that significant differences between actual and assumed average variable social factors is measured, is smaller than0.05, therefore, the null hypothesis that the mean value equal to 3 variables that cannot be verified. Also shown in column two of the 95% confidence intervals (top and bottom) suggests that these values for all variables direction. Low and high positive gap indicates that the average of respondents' views about the components of more than 3, and the results of the analysis show that the average data base t, the critical value 1.96 is greater in the critical region of the test and the number 3 is significant difference in other words, the average social factors given above average (3) and the first hypothesis was confirmed. This suggests that social factors as a component of the customer's perspective, relationship marketing company in good condition has been studied.as shown in Table 1, can also he said, the one-sample t-test to evaluate the significance of the research hypothesis that significant differences between the actual average and given the information exchange is assessed, smaller than 0.05, so the null hypothesis that the mean value equal to 3 variables that cannot be verified. The statistic t, is greater than 96/1 critical and critical area analysis, and that is a significant difference of 3, so above average given out after the exchange of information (3) and second hypothesis was confirmed by research. This means that the customer will see the exchange of information as a component of the marketing relationship with the company studied the situation is appropriate. You can also he said, one-sample t-test a significant amount of research to examine the third hypothesis that significant differences between the actual average and given the monitoring of relations is measured, is smaller than 0.05, the assumption zero average value that is equal to 3 variables, cannot be verified. The statistic t, is greater than 1.96 critical and critical area analysis, and that is a significant difference of 3, so above average given out after monitoring the relations (3) and the third hypothesis verification study was. This means that the customer's perspective as a component of monitoring relations, relationship marketing company was in good condition was.finally, he said, and can be, the onesample t-test showed a significant level of research to examine the hypothesis that significant differences between the actual average of the fourth and later given sales activity is measured, is smaller than 0.05, therefore, the null hypothesis that the mean value equal to 3 variables that cannot be verified. The statistic t, is greater than 1.96 critical and critical area analysis, and that is a significant difference of 3, so above average given out after sales activities (3) and fourth research hypothesis is confirmed was. This means that the customer's perspective as a component of the marketing activities related to the sale of the company studied the relationship has been good. Table 1: single-sample t-test to evaluate the difference between the actual average variable factors and assumptions, relationship marketing company Latent variable Social factors Average Standard deviation T values Degrees of freedom 207 Level Significant.000 Mean Confidence level %95 low Confidence level %95 high Exchange of information Monitor relations Sales activities Test = Fifth hypothesis: the contribution of social factors in explaining changes in customers' loyalty to the company is significant and positive.according to Table 2, the obtained F (58.707) that the error is smaller than the 0.05 show significant regression equation is significant. The value of the correlation coefficient (R=0.573) suggests that social factors mean positive relationship with the customers' loyalty to the company, the coefficient of determination adjusted (R2.adj = 0.283) indicates the changing social factors 28.3 % of customers' loyalty to 399

6 Impact on customer www. jsstm-ump. org the company to explain the changes stems. The regression coefficient (B = 0.521) also share the independent variable on the dependent variable specifies the expected changes, in other words, for every one unit increase in the improvement of customer attitudes to social factors, with 52% of their loyalty to the company, Tremblay added. Table 2: Results of bivariate regression between social factors and variable customer loyalty The R R 2.adj B T F independent sig variable Social factors Sixth hypothesis: the contribution of information exchange is positive and significant in explaining changes in customers' loyalty to the company.according to Table 3, the obtained F (13.616) that the error is smaller than the 0.05 show significant regression equation is significant. The value of the correlation coefficient (R =0.249) indicates that the exchange of information and weak positive relationship with customer loyalty, the coefficient of determination adjusted (R2.adj =0.057) shows variable information exchange 5.7 percent changes in customers' loyalty to the company to explain the claim. The regression coefficient (B =0.497) also share the independent variable on the dependent variable specifies the expected changes, in other words, for every one unit increase in the exchange of information in the company, about 50 percent of the company's customer loyalty services added screw. Table 3: results of the bivariate regression between the exchange of information and variable customer loyalty The R R 2.adj B T F Sig independent variable Exchange rate Seventh hypothesis: the monitoring of relations is positive and significant in explaining changes in customers' loyalty to the company.according to Table 4, the obtained F (8.373) that the error is smaller than the 0.05 show significant regression equation is significant. The value of the correlation coefficient (R =0.198) indicates that the relationship is very weak monitoring and direct relationships with customers company services customers, the coefficient of determination adjusted (R2.adj =0.034) indicates the variable monitoring 4.3% of the variation explained the relationship between customer loyalty stems. The regression coefficient (B =0.394) also share the independent variable on the dependent variable specifies the expected changes, in other words, for every one unit increase in the monitoring of relations, about 40 percent customer loyalty, added Tremblay. And t-statistics and the error is smaller than 0.01 for it shows that the impact of the significant variables in explaining changes in customer loyalty is variable. Table 4: The results of the bivariate regression between the monitor and the changing relationship between customer loyalties The R R 2.adj B T F Sig independent variable The monitor relations Eighth hypothesis: the share of sales activities and its components in defining a positive and significant changes to the company's customer loyalty.according to Table 5, the obtained F (33.97) that the error is smaller than the 0.05 show significant regression equation is significant. The value of the correlation coefficient (R =0.527) shows that direct sales activities and customer loyalty is about average, adjusted coefficient of determination (R2.adj =0.275) indicates variable sales activities 5.27 percent of variations of customer loyalty to the company explained. The customer loyalty is a significant variable in explaining the 044

7 Jurnal UMP Social Sciences and Technology Management Vol. 3, Issue. 3, Supp. 1, 2015 changes. Examine relationships between different aspects of the two structures shows that, with regard to all aspects of customer loyalty, is significant. Staff, quality of service and reliability of the regression coefficient 0.721, and respectively, the largest customer loyalty is to explain Table 5: results of the bivariate regression between the activities of selling (and its components) and variable customer loyalty The independent variable R R 2.adj B F Sig t Sig Sales activities (total Customer loyalty Confidence Customer loyalty The quality of service Customer loyalty Staff Customer loyalty Conclusion Here is a summary of the findings will be presented: Results of the analysis showed that the statistic t, was greater than 96/1 crisis in the region was a critical test in other words, the difference was significant and the number 3 The average social factors above average given the staff (3) This suggests that social factors as a component of the customer's perspective, relationship marketing company was in good condition. The situation was appropriate. The base t, 1.96 crisis was greater than in the case was critical and that is a significant difference of 3, so above average given out after the exchange of information (3). This means that the customer will see the exchange of information as a component of the marketing relationship with the company studied the situation was appropriate. The base t, 1.96 crisis was greater than in the case was critical and that is a significant difference of 3, so above average given out after monitoring the relations (3) and this represents It was then that the customer's perspective as a component of monitoring relations, relationship marketing company status was studied. and ultimately the he said, the statistic t, 1.96 crisis was greater than in the case was critical and that is a significant difference of 3, so above average given out after sales activities (3 ). This indicates that the customer's perspective as a component of the marketing activities related to the sale of the company's relationship status was studied. Correlation coefficient (R =0.537 ) showed that moderate social factors and positive relationship with the customers' loyalty to the company, the coefficient of determination adjusted (R2.adj =0.283) showed variable social factors 28.3 of changes customer loyalty to the company explained. The regression 401

8 Impact on customer www. jsstm-ump. org coefficient (B =0.521) also share the independent variable in predicting the dependent variable changes identified in other words, for every one unit increase in the improvement of customer attitudes to social factors, with 52% of their loyalty to the company, added. Correlation coefficient (R =0.249) showed that the exchange of information and weak positive relationship with customer loyalty, the coefficient of determination adjusted (R2.adj =0.057) showed a 7.5 per cent variable data exchange fidelity changes Customers will now explain. The regression coefficient (B =0.497) also share the independent variable in predicting the dependent variable changes identified in other words, for every one unit increase in the exchange of information in the company, about 50 percent of the company's customer loyalty services, was added. Correlation coefficient (R =0.198) showed that monitoring and direct relationship with customers about poor customer services, the coefficient of determination adjusted (R2.adj =0.034) showed variable monitor relations % 4.3 of the changes to be made to customer loyalty. The regression coefficient (B =0.394) also share the independent variable in predicting the dependent variable changes identified in other words, for every one unit increase in the monitoring of relations, about 40 percent customer loyalty increased. And t-statistics and the error is smaller than 0.01for it showed that the effect was a significant variable in explaining variables is customer loyalty. Correlation coefficient (R =0.527) revealed that direct sales activities and customer loyalty was about average, adjusted coefficient of determination (R2.adj =0.275) showed that % 27.5of the change variable sales activities variable customer loyalty to the company explained. Changes in customer loyalty rate is variable. Examine relationships between different aspects of the structure revealed that the relationship between all aspects of customer loyalty, was significant. Staff, quality of service and reliability of the regression coefficient 0.721, and0.284, respectively, had the highest share in explaining customer loyalty. On the other hand, long-term relationships with customers, leading to lower drop-out rates, reduce costs and increase revenue. According to the results, suggestions are offered as follows: - Rapid response, flexible and non-bureaucratic as the basis of loyalty to the ideals of the company, attract customers and create a positive attitude is the duty of every company. - Planning to increase the speed of customer and reducing administrative barriers and procedures. - Companies in all economic conditions, favorable or unfavorable required to provide services. - Create customer confidence in the protection of personal data and privacy. - Exposed to the tablet and records, certificates, testimonials from other clients, proved promising, appearance and adornment, and adhere to their own laws, have a royalty or license Also well-known brand (as intangible asset company, which facilitate customers' decision-making) in customer build trust. - Knowledge and confidence to customers about the rate of errors in the company is zero. - Improving the quality of provided services including precision at work, health affairs, planning and supervision. Director of the measure and review the progress of the system, with the quality control procedures and standards will be implemented or not? Another point is whether these standards and the various stages on the way to fulfilling the tasks and objectives are effective or not good? When these standards are not taken into account because of what? - Continuous and adequate training and supervision on how to treat employees and customers based on his personality. - Planning and constant monitoring of responses, guidance, advice and solve problems by their customers. - It is recommended that the company operates its obligations in a timely manner and meet the needs of customers and create peace between customers, attract more customers and retain them -Recommended the establishment of a strong relationship and friendship between customers and staff with advice and guidance to managers on customer service and the availability of corporate offices, customer attract and retain them. -Provision of integrated and intelligent human resources information exchange system: with this system all work processes in the logistics of the process of applying to the delivery of smart storage is done automatically. 044

9 Jurnal UMP Social Sciences and Technology Management Vol. 3, Issue. 3, Supp. 1, Recommended that the company provide a modern and up to date and respond very quickly to customer complaints and facilitate the needs of customers, attract more customers and retain them. -An active complaint management system will not only solve the problem, it also enables companies to improve their performance in the long run. As a result, content complaints should plan for quality management and quality control to be used. By analyzing information, customer complaints, corrective actions can be done to reduce costs, time-consuming service -Customer complaints management tasks include: the establishment of proper channels for the supply of customer complaints, encouraging customers to supply their complaints, complaints gathered detailed information about how to fix the problem quickly and effectively, analyze and the analysis of complaints and provide feedback addition, to evaluate complaints, achieving predetermined levels should also be considered. As a result, an efficient customer complaints management system, including data entry, problem solving, recovery and control. References 1. Amiri, M., Hosseini Makarem, Atefeh, Falah heravi, Mahdieh (2014). Relationship marketing in the position and role of educational services. Economist, numbers 11 and 12, pp Elahi, Sh, Heidari, b. (2012). Customer relationship management. Third Edition, Tehran: business publishing, page Jalali Gorgan, MT; Mehrani, H. 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