文章基本信息

标题：Explaining Critical Success Factors for CRM Strategy (Case Study: SMEs in Zahedan Industrial City)
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作者：Amin Reza Kamalian ; Noormohammad Ya'ghoubi ; Fataneh Baharvand 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2013
卷号：3
期号：5
页码：179-188
出版社：Human Resource Management Academic Research Society
摘要：This study explains critical success factors (CSFs) for Customer Relationship Management (CRM) strategy in Small and Medium-sized Enterprises (SMEs) located in Zahedan industrial city. Research population consists of industrialists and professionals in Zahedan industrial city. Because of small population size, data obtained by the entire population; i.e. 54 companies. In order to measure variables, two researcher-made questionnaires for CRM strategy and CSFs were used. Form validity and content validity of questionnaires were confirmed by experts and confirmatory factor analysis test, respectively. The reliability of both questionnaires was proved by Cronbach's alpha coefficient which was higher than 0.7. This study is a correlation-type. Structural equation with AMOS 18 software was used to test research hypothesis. Results of path analysis and structural equation modeling indicated appropriate goodness of fit for research model. They also showed that people, process, technology and culture (CSFs) have a significant positive impact on CRM strategies
关键词：Critical Success Factors; Customer Relationship Management Strategy