The relationship between the quality of work life and customer relationship management in a case study organization (Pars Oil Company)

Dissertation for Master's Degree

  Public Administration Department

Treatment  Human Resources

Winter 2013

The purpose of the current research is to investigate the relationship between the quality of work life and customer relationship management in the organization under study, Pars Oil Company. The descriptive research design is correlational. The statistical population of the research includes all official and contractual employees. which were 400 people. The research sample consists of 160 employees who were selected randomly. The tools used in this research include the quality of work life questionnaire and the customer relationship management questionnaire. Cronbach's alpha method and SPSS[1]19 were used to determine the reliability of the questionnaires, and the adequacy of the tools was verified in all cases. Collected data were analyzed using Pearson's correlation coefficient, multiple regression analysis and path analysis, and the results show that there is a positive and significant relationship between the quality of work life and customer relationship management in the organization of Pars Oil Company, as well as between the dimensions of quality of work life and employee productivity. The level of development of human capabilities in the organization as a variable affecting customer relationship management. and also have a direct effect on productivity.

Key words: quality of work life, customer relationship management, employee productivity, customer satisfaction

Chapter One

Research Overview

Introduction

The history of employment of human resources in government organizations in order to earn continuous income and provide livelihood It took while today a new process has started in organizations and work in organizations has gained a new meaning. This can be caused by the standardization of the standard of living, increasing the information and awareness of human resources on a general scale, and making changes in the interests and justifications of employees. Employees request changes in the economic and non-economic consequences of their work. It seems that there is a strong need to improve the quality of work life of many workers and employees. In the last few years, the term customer relationship management has received a lot of attention in the field of marketing, information technology and so on. . .  has attracted.  especially people  Academics, vendors, software, consulting and Acquisition and  Works in this field have been involved and have developed the concept of CRM[2], which means the organization's efforts to create and provide higher value to the customer, organizations have widely recognized that customers are their most important asset and As beneficial exchanges and  mutual and  They also look at the opportunities that need management (Piakoyiannaki  2005).

«Proponents of the quality of work life theory are looking for new systems to help employees so that they can balance their work life and their personal life.  Edgar and Bodin[3] consider the quality of work life as the set of real work conditions in the organization and believe that the quality of work life shows the attitude and feeling of employees about their work in a special way. (Beaudoin & Edgar, 2003). It includes a wide aspect of the work environment that affects the learning and health of employees. According to the above contents, in this research, an attempt is made to examine the relationship between the quality of work life and customer relationship management in the organization of Pars Oil Company in 2013, and to determine the components of the quality of work life that affect customer relationship management. In the rest of the chapter, topics such as statement of the problem, importance and necessity of research, research questions, research objectives, research hypotheses, research field, method, research methodology, statistical analysis method, definition of operational concepts and variables We will discuss the research, the theoretical framework of the research, the general structure of the research.  

1-2-Statement of the problem

Success in any organization depends on the appropriate allocation and use of tools, equipment, money, raw materials and raw materials and human resources of that organization in its programs, and this will be possible if these organizations can use the skills, abilities and individual and collective characteristics of their employees in line with the goals of the organization.Therefore, it is said that organization is the orderly arrangement of people to achieve specific goals. There are universities, scientific and literary associations, government institutions and organizations and all of them have common characteristics such as having human resources (Sidjavadin, 2014). Today, in organizations, attention to human resources is taken into consideration from different dimensions. Training and improving the level of abilities and skills, quality of work life, maintaining motivation and work ethics, customer relationship management, job satisfaction, promotion and reward methods and similar things have become important and current issues (Yavari et al., 2018).

Today, in contemporary management, the concept of quality of work life has become a major social issue all over the world. While in the past decades only personal (non-work) life was emphasized. Proponents of the quality of work life theory are looking for new systems to help employees so that they can balance their work life and personal life. (2006, Akdere). The quality of work life is a complex problem and is composed of work environment variables and is the product of a person's work evaluation of his job (2001, Lewis & etal).

Edgar and Bodin  They consider the quality of work life to be the set of real work conditions in the organization and they believe that the quality of work life shows the attitude and feeling of employees about their work in a special way (Beaudoin & Edgar, 2003). ‌gives‌ In this way, every organization with optimal and effective productivity and efficiency is looking for ways to bring employees to a level of ability to use their intelligence, which is done by the quality of work life, which means the participation and contribution of more employees in the decision-making process. The quality of working life represents a kind of organizational culture or management practices based on which employees feel ownership,  They show responsibility and self-respect (Tamjidi, 13:1386).

In organizations with a high quality of work life, the work is meaningful and self-regulated, it is done with a system arrangement, and it requires the use of complex skills to perform them. In this sample of organizations, managers are interested in explaining the meaning of work and conditions to employees. It refers to all the processes that the organization uses to identify, select, encourage, expand, retain and serve customers.  Customer relationship management is a strategy that is used to gain more knowledge about the needs and behavior of customers in order to communicate with them more. Good relations with customers are the key to success in organizational processes.  Part of an organization's strategy to identify customers,  Keeping them satisfied and turning them into permanent customers. Also, CRM helps the organization in order to manage the customer relationship with the organization and in order to maximize the value of each customer. The main task of CRM is to facilitate the customer's communication with the organization, without time, place and nationality restrictions, in such a way that the customer feels that he is in contact with a single organization that knows him and values ??him, that will meet his needs with the fastest and easiest communication method (Heidari and Akhwan 2018). Therefore, finding out the effective factors related to customer relationship management is very important, because the work life quality program includes any improvement in the relationship with the customer that supports growth and It is the excellence of the organization.

Therefore, the value system considers the quality of work life and customer relationship management as the most important variable in the study of strategic management,  In the sense that meeting the needs of customers will lead to the improvement and long-term efficiency of the organization. The main question of the research is to what extent the quality of work life can affect the organization's customer relationship management.

This research aims to cover the research topic by using the existing theoretical and empirical background and analyze the relationship between the quality of work life and the organization's customer relationship management through a correlation method and through a questionnaire, and determine the relationship level and provide the necessary solutions.