Studying the effect of customer relationship management on the quality dimensions of relationship, from the perspective of the Iran insurance industry customers


بوشهر - خیابان شهید ماهینی - دانشگاه خلیج فارس - دانشکده ادبیات و علوم انسانی - گروه مدیریت بازرگانی


Organizations have to focus on beneficial and key customers in order to maintain in competitive field. One of the techniques that can help organization in this regard is customer relationship management which strengthens the relationship with customers. This study aims to evaluate the effects of customer relationship management on the relationship quality (satisfaction, trust, commitment). This study, is practical from the purpose prospective, and is descriptive from method of data collection prospective and is a correlation study. Population of study contains third-party insured of the Iran insurance company in Mashhad. In this study, simple random sampling is used and questionnaire designed by researcher was used to collect data. Reliability and validity of the data collection tool was approved in pre-test section. Lastly the data from 385 questionnaires from statistical population were collected and analyzed. Also in order to analyze the data, structural equation modeling and Amos software were used. Results demonstrate that the customer relationship management has a positive and significant effect on quality dimension of relationship. This means that when customers have a better understanding of the company's customer relationship management then they will have a more positive view of the quality of the relation with company. Therefore, their satisfaction, trust and commitment will increase.