Explaining the impact of customer relationship management on competitive advantage in Lamerd cement co
Journal Title: Journal of Science and today’s world - Year 2017, Vol 6, Issue 3
Abstract
The present research seeks to Explaining the impact of customer relationship management on competitive advantage in lamerd Cement co. The research purpose is applied and the research method is descriptive -survey method. The statistical population of the present research includes all the employees of in lamerd Cement co. 305 men and 26 women (331 individuals) were selected using simple random sampling and 178 subjects including 164 men and 14 women were selected as samples using Cochran formula. In order to collect the data, two questionnaires were used which contains dimensions of customer relationship management scale (knowledge management, senior managers, technology, employees, system integration and personalization of services) and competitive advantage scale. In order to analyze the validity of the questionnaire, two methods of the face validity and factor analysis (Bartlett) where used and the value of 0.88 was the indicator of the validity of the questionnaire. In order to assess the reliability of the questionnaires, Cranach’s Alpha was used and the value of 0.94 indicated the reliability of the questionnaires. The research data were analyzed using descriptive and inferential indexes. The result of the research indicated that there is a meaningful relationship between the customer relationship management and competitive advantage in lamerd Cement co.
Authors and Affiliations
Abbas Jafarinasab, Amanollah Rahpeima
Keywords
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