Customer relationship management and its relationship with the quality of work life in the social security organization of Gilan province

Master's Thesis

Business Management-Internal Business Orientation

Abstract

Regarding the development of a competitive environment between the challenge of customer satisfaction and creating greater loyalty, it is suggested that companies and organizations resort to new marketing strategies in order to satisfy their customers as much as possible. One of the strategies to achieve this goal is relational marketing strategy and customer relationship management. The issue of quality of work life and its relationship with customer relationship management is investigated in this research. Considering the fact that the value system of the quality of work life and customer relationship management are considered as important variables in the study of strategic management, the main research question is what is the relationship between the quality of work life and customer relationship management in the social security organization of Gilan province? The research hypotheses are: 1: There is a relationship between customer relationship management and adequate and appropriate payment in the social security organization of Gilan province. 2: There is a relationship between customer relationship management and safe working conditions in the social security organization of Gilan province. 3: There is a relationship between customer relationship management and creating opportunities for growth in the social security organization of Gilan province. 4: There is a relationship between customer relationship management and the possibility of developing individual capabilities for employees in the social security organization of Gilan province. 5: There is a relationship between customer relationship management and legalism in the organization in the social security organization. 6: There is a relationship between customer relationship management and the social cohesion of the organization in the social security organization of Gilan province. 7: There is a relationship between customer relationship management and individual rights in the organization in the social security organization of Gilan province. 8: There is a relationship between customer relationship management and the general life atmosphere of employees in the social security organization of Gilan province. The statistical population of this research is the employees of different branches of the social security organization of Gilan province. Due to the limited and specific number of people in the community, the sample size used in this research was estimated with the help of Morgan's table, which is equal to 254 according to the branches of the social security organization of Gilan province. The results of inferential statistics showed that all independent variables have a positive relationship with customer relationship management.

Key words: customer relationship management, quality of work life, organization Social security, social cohesion in the organization

Introduction

Companies and institutions have found that keeping existing customers is much more profitable than attracting new customers. Keeping old customers is 4 to 6 times cheaper than creating new ones. Loyal customers are not only sensitive to the price, but also act as supporters and supporters of the organization and thus help to attract new customers to the organization. Unlike in the past, many companies, in addition to paying attention and improving relationships with suppliers and partners located in the supply chain, are enthusiastically interested in creating a deep bond and loyalty with their end customers. The fact that companies did not attach much importance to customers in the past can have different reasons, some of which are as follows: probably, customers were faced with limited vendors or all those vendors were not in a very good condition in terms of providing services, or the growth and development of the market was so fast that the company did not worry much about satisfying customers. It is clear that the situation has completely changed now. (Kotler, 2014, p. 84)

Due to the development of the competitive environment, the challenge of achieving customer satisfaction and creating more loyalty is associated (Hanparvar and Shariat Panahi, 2015, p. 4) Companies and organizations should resort to new marketing strategies in order to gain the satisfaction of their customers as much as possible. One of the strategies to achieve this goal is relational marketing strategy and customer relationship management. Customer relationship management (CRM) in the simplest terms is putting the customer at the heart of the business and the highest degree of importance. The goal of companies is to obtain a complete view of all the needs of their customers and to meet their needs in order to gain more satisfaction and increase profitability from financial transactions made from customers using technology.

In today's era, many factors affect the customer's purchase decision, but customers buy products and services that meet or exceed their expectations and receive the dedicated attention of employees.An organization is required to consistently meet customer expectations in order to contribute to its long-term survival. This issue has a special validity today despite the ruthless and global competition.

Another concept that has become a major social issue in contemporary management all over the world is the concept of the quality of work life (Lothans, 1998: 5). 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. Edgar and Beaudoin [1] consider the quality of work life to be 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 specific way (Beaudoin & Edgar, 2003: 106). And it includes a wide variety of work environment that affects the motivation and health of employees (Cole & etal, 2005: 5). According to the above-mentioned contents, in this research, it is tried to investigate the relationship between the quality of work life and customer relationship management in the social security organization of Gilan province. But there is little agreement about the meaning of this term, at the same time, it can be said that there are at least two common uses of it: First, the quality of work life refers to a set of results for employees such as job satisfaction, growth opportunities, psychological issues, job security, human relations between the employer, employees, and the low rate of accidents. Second, the quality of work life also refers to a set of tasks or organizational functions such as collaborative management, job enrichment and safe working conditions. In this regard, the quality of work life programs may be considered as a human resources management strategy including the functions of the quality of work life and the improvement of the quality of work life programs and the improvement of organizational efficiency and productivity (Rodaki, 2008)

Today, in contemporary management, the concept of the quality of work life has become a major social issue around the world (Luthans, (1998), while in the past decades only on work life, they are looking for new systems to help employees so that they to be able to balance their work life and personal life (Akdere, 2006). The quality of work life program includes any improvement in the organizational culture that causes the growth and excellence of employees in the organization (Filippo, 1998). Hence, the quality of work life system considers investment in people as the most important variable in the strategic management equation (Shareef, 1990). Research findings show that the components of these programs reduce the amount of employee complaints. Absenteeism rate, reducing the amount of applying disciplinary regulations, increasing the positive attitude of employees and increasing their participation in the programs of the suggestion system have been (Gordon, 1993). (Shareef, 1990)

Nowadays, most of the empirical research that has been done in the field of quality of work life has implicitly accepted a new perspective of job satisfaction and the concepts related to profession and job. Work life and job satisfaction is the point that job satisfaction is one of the results of the quality of work life (Sirgy et al., 2001) Dana and Griffin believe that the quality of work life is like a pyramid whose concepts include life satisfaction [at the top of the pyramid], job satisfaction [in the middle of it], as well as satisfaction with other specific aspects of work such as satisfaction with the amount of salary, colleagues and supervisors.

A quality of work life program means a process by which all members of the organization The open and appropriate communication channels that have been created for this purpose are somehow involved in the decisions that affect their jobs in particular, and their work environment in general, and as a result, their participation and satisfaction from work increases and the nervous pressure caused by work decreases for them. In fact, the quality of work life represents a kind of organizational culture or management style based on which employees feel ownership, self-management, responsibility and self-esteem.