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Paper Information

Journal:   JOURNAL OF MANAGEMENT STUDIES IN DEVELOPMENT & EVALUATION   WINTER-SPRING 2010 , Volume 20 , Number 61; Page(s) 167 To 191.
 
Paper: 

EVALUATION OF IRAN KHODRO COMPANY’S CRM, WITH APPLICATION OF SCORE CARD

 
 
Author(s):  BAMDADSOOFI JAHANYAR, KARIMI SAEEDEH*, MIRAB PEYMAN
 
* ALLAMEH TABATABA’I UNIVERSITY (A.T.U.)
 
Abstract: 

As the power of the seller has shifted to the buyer today, organizations are realizing that competing with cheaper, better or different products is not sufficient, and competitive advantage cannot be achieved by differentiating products alone, but through enhanced customer relationship . At the same time, customers are experiencing low switching costs and could easily redirect their loyalty from one company to another.
In this research, for CRM assessment, a CRM score card consisting of four parts (substructure, process, customer, and organization performance) was utilized. After identifying the CRM assessment factors, a q
uestionnaire was applied to confirm the effectiveness of each factor in CRM assessment of Iran Khodro Company (IKCO), to be used in structured interviews with experts and managers, the results indicated verification of these factors. In the subsequent step, the present situation of IKCO in CRM implementation was evaluated with regard to the identified factors. Finally gap analysis was performed to identify the factors that created the gap between the present and desired situation. Identification of effective factors in CRM assessment, evaluation of the CRM present situation of IKCO, and gap analysis, are the most important outputs of this research.

 
Keyword(s): CUSTOMER RELATIONSHIP MANAGEMENT, SCORE CARD, GAP ANALYSIS
 
References: 
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