Abstract:
The purpose of this study was to explore the impacts of: knowledge management, senior managers, staff, technology, consensus, service customization, and integration, as the factors effecting Customer Relationship Management (CRM) implementation in Parsian International Hotels.In this study the population consisted of Parsian Hotels managers and experts. Due to their small number (n=53), census method of data gathering was used, that is, all individuals in the population were included in the study. Tocollect data a questionnaire was designed and its content validity was approved through confirmation of advisorand supervisor professors involved in this research and also considering Parsian Hotels senior managers’ views. The reliability of the questionnaire was examined and approved using Kronbach Alpha (α = 0.84). Afterdetermining the validity and reliability of the questionnaire, it was administered to the participants who wereselected through census method.The data was analyzed by SPSS software, and tested employing Kolmogorov-Smirnov, T-student techniques, and Friedman test. The results revealed a direct and significant relationship between CRM and 7 variables, andshowed significant differences among the influence of various factors. Based on the results, the staff factor andthe technology factor were the most and the least effective factors on CRM implementation, respectively.
Machine summary:
Jafari Sohi 1, 3 Department of Business Management, School of Management and Economics, Science and Research Branch, Islamic Azad University (IAU), Tehran, Iran 2 Department of Economics and Management, Dubai Branch, Islamic Azad University (IAU), Dubai, UAE The purpose of this study was to explore the impacts of: knowledge management, senior managers, staff, technology, consensus, service customization, and integration, as the factors effecting Customer Relationship Management (CRM) implementation in Parsian International Hotels.
Considering the current situation of large chain hotels in Iran makes it clear that these organizations have to know how to use CRM systems for a comprehensive study on the potential customers to identify and preserve the existing customers or find new ways to attract new ones.
In another research Ocker and Mudambi (2002) reviewed the factors of development and Customer Relationship Management, in terms of intellectual, social, and technology indicators.
Use of state of the art technologies also enables organizations to analyze customers’ data for identifying their buying patterns and behavior, to develop predicting models, improve responsiveness, create an influential and exclusive relationship with customers, and to provide more qualified services.
Research Question To what extent do independent variables (knowledge management, senior manager, service customization, integration, staff, information technology, and consensus) affect implementation of CRM systems and how to prioritize these factors?
knowledge management, technology, system In this research all mentioned factors, plus integration in organizations, service consensus, were considered.
The hypothesis of the research which considered elements including: knowledge management, senior manager, service customization, integrity, staff, information technology, and consensus as effective elements on CRM implementation in Parsian International Hotels Company in Tehran was admitted and accepted.