The Relationship Between Learning and CRM With the Company’s Performance
DOI:
https://doi.org/10.24200/jmas.vol3iss03pp17-23Abstract
The key purpose of this essay is to investigate and scrutinize the relationship between influence of orientation of organizational learning on customer relationship management and scrutinization of the function and the possible relations between these three factors among the tile and ceramics companies in Yazd province. Methodology: In order to measure the various aspects of these factors a 27-item questionnaire based on the likert5-point scale is being used. In the time of research, the statistical universe of the research consists of forty (40) companies. In order to determine the sample volume Morgan table was used. Based on this table the sample volume which was under study was determined as forty (40) companies. The research questionnaires were being responded by the high-ranked managers of each company. To scrutinize the pivotal indices and the scatteredness of the research variables and in order to analyze the research data and hypotheses the structural equations modeling based on PLS method (partial least square method) has been used. Results: After scrutinization and analysis of the research hypotheses the existence of a meaningful and positive relationship among them all in all was approved; that is the influence of the orientation of organizational learning on customer relationship management is positive. Conclusion: The management of customer relationship has a positive but the orientation of organizational learning has no positive and meaningful influence on the function but the orientation of learning has a weak influence on the variable of function indirectly and throughout the moderator variable of the management of customer relationship.References
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