Peyman Hessamfar, MBA Student, Department of Management, Aras International Campus, University of Tehran, Aras Free Zone, IRAN Azad Nozhatzadeh,

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1 Peyman Hessamfar, MBA Student, Department of Management, Aras International Campus, University of Tehran, Aras Free Zone, IRAN Azad Nozhatzadeh, 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 paper is to examine the role of Customer Relationship Management (CRM) in customer satisfaction in international transportation company in Tehran. This research is Survey. The statistics population includes 1) managers, technicians and non-technical exports and staff of Persia Sepeid Tarabar Company, and 2) its customers. The sample size in each group was determined 106 people. Sampling method was simple random sampling. A questionnaire was used to measure the variables. Customer relationship management questionnaire with 7 items consist of customer orientation beginning and the customer orientation continued and customer satisfaction questionnaire included 15 items. To check the validity of questionnaire, the judgment and formal validity were used. Since Cronbach's alpha coefficients for the customer relationship management variables (0.876) and customer satisfaction variable (0.835), was higher than 0.7, indicating items internal consistency and the questionnaire reliability was confirmed. To test the research hypotheses, one-sample t-test, Pearson correlation coefficients and bivariate regression was used with the application software SPSS22. The analyze result of customer orientation beginning and customer orientation continued data mean showed that the t-statistic value is greater than the critical value 1. 96, the mean of all the components of customer relationship management in the Persia Sepeid Tarabar Company is higher than assumed mean (3) and this indicates that in this company customer relationship management has desirable status. Customer satisfaction variable mean is higher than assumed mean (3) also suggests that, customer satisfaction of study company services is satisfactory. The results also showed that for every one unit increase in customer relationship management application and its components, customer orientation continued and customer orientation beginning, respectively the customer satisfaction 1.01%, 83.5% and 52.1% increase. Key words: Management, customer relationship, customer orientation, satisfaction Introduction Today, understanding and anticipating customer needs, it is important for the firm. The customer, as a key factor and pivotal in the survival of the firm's role, then, for all of the goals, strategies and resources, attracting and keeping customers is around (poorsalimi et al., 2014). Maintain and strengthen customer loyalty and concern for companies that maintain and develop the place, its competitiveness in the market, seen as a strategic challenge (Rostami et al., 2015: 141) Why in the world economy today, customers survival the company to them, perhaps for this reason that the company can no longer be indifferent to the expectations and demands of customers. They must all its activities and its ability to realize customer satisfaction, because the only source of capital return, customers (Lazarevic and Sonja, 2007). Customer satisfaction is a key determinant of success in many organizations, and numerous research, the relationship between customer satisfaction and word of mouth communication, loyalty, repeat purchases and increase the profitability of the organizations mentioned (Shafi'i and Tarmst, 2014). Given the competitive environment, customer relationship management as a strategic factor in the success of the organization known as and it can positive and significant effects on the activities of the organization (Chang, 2009). Today, marketing managers have recognized, on building long-term relationships and stable customer relationship management, customer focus, for both the customer and the company's value creation. Customer 833

2 relationship management is more than just technology, and it is a strategic process (Nguyen, et al, 2007). Customer relationship management continuous efforts need to open the eyes of the customer's core processes engineering, in partnership with him and get feedback from him. In a product-centric approach, the goal is to find customers for products using mass marketing efforts. The customer oriented approach, the goal is to develop products and services based on customer needs (Chen and Karen, 2003). On the other hand, the performance of an organization such as technology, customer relationship management requires a change in organizational culture. However, the technology and work processes both for the success of customer relationship management is essential but the personnel that are the cornerstone of customer relationship (Baqe et al., 2014). Successful implementation of customer relationship management, attention to different aspects of management and staff, the commitment of senior management, the most important factors for the success of customer relationship management projects. A customer orientation model requires data sharing across the organization, and this requires a fundamental paradigm shift in the culture of sharing knowledge and information (Trainor, et al, 2014). Customer relationship management through business concepts and processes including relationship marketing, and a strong emphasis on customer retention, improved customer relationships through effective management of growth, customer relationship management and marketing relationship with both, emphasized that maintaining relationships with existing customers is more effective than creating new customer (Zineldin, 2005). Given that Iran is a country located in the Middle East, and the bridge between the East and European countries, has long been a favorite of many traders and merchants to transport commercial goods from this country as the most convenient and safest used way to Europe. Because Iran called Victory Bridge, and Iranians have always tried to promote the transport industry in the country. In this regard, Persia Sepeid Tarabar international Company was established in Tehran in 2015, so that it can take a step forward in the field of international transport.with these accounts, and considering the importance of the issue, this article is checked the customer relationship management variable and its component in the Persia Sepeid Tarabar company and on the other hand its relationship with customer satisfaction measure. Research empirical background - Feizi and colleagues (2008), a study entitled "Customer Relationship Management and Customer Satisfaction: An Analysis based on quality of service (Srkval) (Parsian Electronic Corp Company)" did. In this study, using Srkval model, the appropriate criteria for assessing the quality of services to measure customer satisfaction set. Necessary reforms on the list, through interviews with experts was formed. Basis on criteria to evaluate the use of customer relationship management in the Parsian Electronic Corp Company, a questionnaire was and an appropriate survey method designed, using analysis statistical method, questions answer validity and research hypotheses has been validated. In the end, the results of the customer relationship management application effecting on the customer satisfaction and the impact of customer Relationship Management variables effecting ratings on the customer satisfaction with using Friedman test, as well as the benefits of its application has been submitted and proposals presented on the basis of the results and the literature. - Kamalian et al. (2009), a study entitled "Correlation between the determinants of customer electronic relationship management system (e-crm) on customer satisfaction (case study Chinese Behdasht Golsar Company)" did. The importance of this study, a strong positive correlation between the "quality of information" and "system performance and customer satisfaction". It can now be paid Golsar Fars Company this message that, to enhance the company's e-crm system and achieve a higher level of customers, should be above all the quality of investment information. And as a more general conclusion, we can say, with the investment system, e-crm, information and services, can improve organizational performance that measured performance as expected. - TaherPour Kalantaree and Tayyibi Touloe (2010), a study entitled "The relationship between customer relationship management (CMR) with performance" did. The statistics population of the study, all the central banks public and private sectors in Tehran. In order to collect information, a questionnaire for banks organization customers and the two other questionnaire was designed and developed for banks customers. Several studies show that CRM provides a considerable impact on the organizations marketing performance. However, in that study there is a poor correlation between variables. - Behtoune Safrkhany (2011), a study entitled "The relationship between customer orientation and business intelligence with company successfully in online retail marketing in Irancell Company". The statistics 389

3 The Role of Customer www. jsstm-ump. org population of this research is Irancell telecommunications company MTN in Tehran. Customer orientation in the company due to the important role that the company plays in the country's telecom industry, is very important. This study is based on data collected in late 2010 from a sample of 180 managers and experts Irancell area of Tehran. The results suggest that the positive relationship between customer relationship and customer satisfaction with the success of the company. Also, price discrimination is now switching costs reduced customer satisfaction, and customer relationship management systems business intelligence and customer relationship now is to increase customer satisfaction. - Ranjbariyan et al (2012), a study entitled "Analysis of the relationship between perceived values, customer satisfaction and repurchase intention in Tehran chain store" did. The results showed that the chain stores, perceived quality, perceived value and customer satisfaction and want to buy this effect. In addition, perceived value, customer satisfaction, and this affects the purchase intentions. This affects customer satisfaction on purchase intentions. Finally, the proposed model, effectively, the relationship between perceived quality, perceived value, and customer satisfaction and repurchase intention explained in chain stores. - Martelou et al. (2013), a study titled "Using organizational capabilities to enhance customer value" did. The results showed a positive and significant impact on the knowledge management market orientation. So when the company has the appropriate infrastructure for knowledge management is therefore a preparation for the production, integration and dissemination of market information. The results also suggest that market orientation has a positive effect on the customer relationship management. Production, integration and dissemination of market information to more effectively manage its relationships with customers. The findings show that a positive effect on creating customer value and customer relationship management. - Khodakaramy and Chan (2014), a study entitled "The Impact of Customer Relationship Management CRM system to create customer knowledge" did. The study, which examines how customer relationship management systems (CRM) processes to create customer knowledge, relationships, externalizing, internalizing composition and social protection. CRM systems working categories, operational and analytical dividing. CRM applications analytical in analytical systems with powerful organizations that support the process of composition. The support from externalizing their collaboration systems. Operating systems accelerate customer relationships, while working for social relationships within an organization's systems are used. Analytical systems and cooperation both from the internalizing process by providing opportunities for learning support. Trilateral relations between the systems, CRM, customer knowledge and processes of knowledge creation have been studied. Concepts definition Customer Relationship Management (CRM): CRM attract, retain and strengthen customer relationships (Tohidi and. Jabbari, 2012). The total process creating and maintaining profitable customer relationships by delivering superior customer value and satisfaction or offer him (Kotler, and Armstrong, 2004). et al, 2005). CRM is a complex and sophisticated application that customer data obtained through the customer contact points, extraction and key features discovered while customer and its purchasing patterns are predicted, a single, comprehensive view of the customer creates. And Raman Kumar, customer relationship management, as the process of achieving and maintaining an ongoing relationship with customers, and through appropriate behavior varied with each customer, based on their interests, rather than defining marketing programs. Customer relationship management concept, an organization to provide specific services for each customer, enables, and thus creates an intimate relationship with the customer. CRM is possible to create an experience that is interesting. The new marketing opportunities, customer preferences are created on the basis of the (Mohammad, et al, 2013). Customer relationship management purposes, the Kalakota and Robinson are; 1) increase profitability by identifying, attracting and retaining the best customers, 2) use customer information to provide better service to their needs, 3) The introduction of consistent processes and procedures Frequent (Feinberg, 2003). Customer satisfaction: knowledge of modern management, customer satisfaction as a basic standard of performance and a possible standard for excellence every business organization is examined. Provides countless benefits for customer satisfaction. In fact, higher levels of customer satisfaction leads to loyalty (karna and sorvala, 2009). Good customer retention, cost-effective than attracting new customers. Satisfied customers with positive oral advertising, such as banners to talk about reducing the cost of attracting new customers (Fernandez-Gonzalez and Prado, 2007). For the complete satisfaction of our customers, to service 893

4 more than what they want, they offered (please all of the customer). Satisfaction, an important component of a successful relationship, as far as it can affect other components. Salmen,S & Muir,A 1 (2003) to investigate ways to build customer loyalty, the strategy of "locking" and "customer satisfaction" is introduced. Characteristic strategy of customer satisfaction, trust and good behavior in the future is that clients do not have the desire to change. On the other hand, locking strategy refers to factors that can be prevented by making the switching of customers. Examples of such barriers standards specific technology suppliers and monitoring changes to or termination of the relationship with the organization's customers (Cate, 2008). Therefore, organizations can not only barriers to change (Locking strategy) rely, it is necessary to support ways of customer satisfaction (satisfaction strategy) to operate (Elahie and Heidari, 2012). Research hypotheses First hypothesis: The customer orientation beginning as a component of customer relationship management in the Persia Sepeid Tarabar Company is higher than intermediates. Second hypothesis: The customer orientation continued as a component of customer relationship management in the Persia Sepeid Tarabar Company is higher than intermediates. Third hypothesis: customer satisfaction of Persia Sepeid Tarabar Company services is higher than intermediates. Fourth hypothesis: the relative share of customer relationship management and its component in customer satisfaction changes explaining of Persia Sepeid Tarabar Company is positive and significant. Methodology The aim of the present study are applied and in term of nature is descriptive in term of implementation is survey. The statistics population of this study were two groups. The first group, including managers, technicians and non-technical export and Persia Sepeid Tarabar Company workers in Tehran in 2015 year. The second group includes the Persia Sepeid Tarabar company's customers in Tehran. The sample size was determined in both groups 106 people. Sampling method is simple random sampling. A questionnaire was used to measure the variables. Customer relationship management questionnaire has 7 items its total aim, evaluation of the implementation of various aspects of customer relationship management in the company that was the first group.subscales of this questionnaire includes: customer orientation begging (4) customer orientation continued (3). Items in term of 5 Likert range from strongly agree (5), agree (4), impartial (3), disagree (2) and strongly disagree (1) was adjusted. Customer satisfaction questionnaire included 15 items on a 5-point Likert range, very good (5), good (4) middle (3) Poor (2) and unfavorable (1) in the second group. To check the validity of questionnaire according subjects nature, the judgment and formal validity were used. For measure questionnaire validity used Cronbach's alpha coefficients since the customer relationship management variables values (0.876) and customer satisfaction variable (0.835), was higher than 0.7, indicating items internal consistency and the questionnaire reliability was confirmed. To test the research hypotheses, one-sample t-test, Pearson correlation coefficients and bivariate regression was used with the application software SPSS22. Finding As shown in Table 1, one-sample t-test significant level to evaluate the first and second hypothesis that a significant statistically difference between the actual and assumed mean of customer orientation beginning and customer orientation continued is measured that is smaller than 0.05 value, so the null hypothesis that the variables mean value equal to 3 cannot be verified. Also shown value two in 95% confidence intervals column (upper and lower limit) suggests that these values for all variables direction. Upper and lower limit of this intervals are positive and indicates that the respondents' views mean about these components is greater than the number 3 and in total, mean analysis results shows that T-statistic values for all variables is greater than 1.96 critical value and is in the critical area and in other words, the mean difference for all variables of 3 number is significant so the mean of the two components of customer relationship management in the Persia Sepeid Tarabar Company is above than assumed mean(3). So it can be said, the use of different aspects of customer relationship management variable in this study population is in good condition. As a result, the first and second research hypothesis is confirmed.also, according to Table 1, one-sample t-test significant level to evaluate the third hypothesis that a significant statistically difference between the actual and assumed mean of customer satisfaction variable is measured that is smaller than 0.05 value, so the null Salmen,S & Muir,A 1 391

5 The Role of Customer www. jsstm-ump. org hypothesis that the variables mean value equal to 3 cannot be verified. Also shown value two in 95% confidence intervals column (upper and lower limit) suggests that these values for all variables direction. Upper and lower limit of this intervals are positive and indicates that the respondents' views mean about these components is greater than the number 3 and in total, mean analysis results shows that T-statistic values is greater than 1.96 critical value and is in the critical area and in other words, the mean difference of 3 number is significant. Customer satisfaction variable mean is above than assumed mean (3) and third research hypothesis is confirmed. And this is indicated that Customer satisfaction of study company service is in good condition. Table 1: single-sample t-test for statistically significant differences between actual and assumed mean of component variables variable mean Standard deviation customer orientation beginning customer orientation continued Customer satisfaction Test value =3 t- Degrees value of freedom Significant Mean 95% significant level difference level Lower limit Upper limit Fourth hypothesis: the relative share of customer relationship management and its component in customer satisfaction changes explaining of Persia Sepeid Tarabar Company is positive and significant.according to Table 2, the obtained amount (F = ) in error level is smaller than 0.05, it is significant that shows, the regression equation is significant. The value of the correlation coefficient (R =0.645) indicates that customer relationship management has a strong and direct relationship with the customer satisfaction, adjust determination coefficient (R 2.adj =0.41) shows that customer relationship management variable 41% of the customer satisfaction variable changes of the companies accounted. The regression coefficient (B =1.017) also independent variable share in predicting the dependent variable changes identifies and t-statistics and the error level is smaller than 0.05, it shows that variables has significant statistical effecting in explaining changes in the customer satisfaction rate. Examine relationships between different aspects of the structures two shows that, relation between all of aspects with customer satisfaction, is significant. Customer orientation continued and customer orientation begging with and regression coefficient, respectively, the share largest to explanation the customer satisfaction. Table 2: Results of bivariate regression testing between customer relationship management (and its components) and customer satisfaction variable Independent variable R R 2.adj B F Sig t Sig customer relationship management(total) customer satisfaction Customer orientation begging customer satisfaction Customer orientation continued customer satisfaction

6 Conclusion Here is a summary of the findings will be provided: - T-statistic values for Customer orientation begging and customer orientation continued variables is greater than 1.96 critical value and is in the critical area and in other words, the mean difference for all variables of 3 number is significant so the mean of the two components of customer relationship management in the Persia Sepeid Tarabar Company is above than assumed mean (3). So it can be said, the use of different aspects of customer relationship management variable in this study population is in good condition. As a result, the first and second research hypothesis is confirmed. -Also, T-statistic values are greater than 1.96 critical values and is in the critical area and in other words, the mean difference of 3 number is significant. Customer satisfaction variable mean is above than assumed mean 3 and third research hypothesis is confirmed. And this is indicated that Customer satisfaction of study company service is in good status. -The value of the correlation coefficient (R =0.645) indicates that customer relationship management has a strong and direct relationship with the customer satisfaction, adjust determination coefficient (R 2.adj =0.41) shows that customer relationship management variable 41% of the customer satisfaction variable changes of the companies accounted. The regression coefficient (B =1.017) also independent variable share in predicting the dependent variable changes identifies and t-statistics and the error level is smaller than 0.05, it shows that variables has significant statistical effecting in explaining changes in the customer satisfaction rate. Examine relationships between different aspects of the structures two shows that, relation between all of aspects with customer satisfaction is significant. Customer orientation continued and customer orientation begging with and regression coefficient, respectively, the share largest to explanation the customer satisfaction. Offers According to the results, the following suggestions are offered: -Companies need to move towards a customer-focused organization, to set up a marketing unit of work, and people experienced in their top of the unit. In understanding the needs of customers, and detailed information are recommended, integrated systems and processes, in order to obtain such information be designed, so that staff can quickly identify customers' needs and act to meet them. Another recommendation is that, segmenting customers based on value and profitability to be, and according to the characteristics and needs of each part of the deal. -It is recommended to manager that manufacturers and customers to manage together and in a coordinated way with sharing and communication of information and dialogue to work together. This means the rapid flow of information between customers and suppliers, distribution centers and transportation systems that enable companies to create highly efficient supply chains. - Recommended a steering committee with representatives of companies interested in the chain leading to the formation of quality improvement projects. - Companies should on the one hand and prior to any action, present and future customer needs accurately identified, and the quality of customers look at, and also the quality of parts and raw materials from our suppliers, sure. - In general, information management will be effective in different parts, some of which include: management logistics (transport, handling, processing and transportation processes to integrate access to logistics information, ordering and making changes orders, production scheduling, logistics and warehouse operations program), exchange and process information between partners (such as the exchange of technical information processing, orders, etc.), collect and process information for analysis and evaluation of the process of sourcing, selection and development of suppliers, gathering and processing of supply and demand, and to predict future market trends and conditions of supply and demand, the development and improvement relations between partners. It is suggested that a more coordinated management of information in the company will be considered. - Flexibility in enterprise resource planning systems, to respond to changing customer requirements and convert legacy systems to more flexible systems. - Effective communication within the organization, with the use of enterprise applications and implementation of improved business processes, to improve cooperation relations between the parts of the task. 393

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