Investigating the relationship between emotional commitment of employees and successful implementation of customer relationship management (case study of Golpayegan Industrial Town)

Dissertation for receiving a master's degree in business-marketing management

Abstract

The implementation and successful implementation of customer relationship management requires the correct design and formulation of goals and strategies with structure, culture (or human resources) and organizational technology. Although a lot of research has been done on the reasons for the failure of organizations in implementing customer relationship management plans and strategies, but little research has been done on the strategic and effective factors in the process of successful implementation and implementation. In general, the results of most researches on the successful implementation of customer relationship management can be summarized in strategy, technology, structure and organizational culture. An important issue that should be considered in the process of implementing a customer relationship management system is that if the organization fails after a relatively reasonable period of time, other strategies should be adopted as soon as possible, and if a customer relationship management strategy improves the organization's profitability, it is certain that the organization is on the right and successful path. Therefore, the purpose of this research was to investigate the relationship between the emotional commitment of employees and the successful implementation of customer communication. The statistical population of this research is made up of managers and employees of industrial companies in Golpayegan. The results obtained from this research after analyzing 157 questionnaires by SPSS software have shown that there is a positive and significant relationship between the emotional commitment of employees with the successful implementation of customer relationship management, organizational culture, leadership facilities and organizational processes, but the existence of a positive and meaningful relationship between technology and emotional commitment has not been confirmed.

Key words: customer relationship management, emotional commitment, organizational culture, leadership facilities, organizational processes, technology

Chapter One :

Generalities of the research

1) Introduction

At the same time as the era of dominance of classical and instrumentalist ideas in management ended, the attention to man and his existential dimensions in management increased, and as a result, the research related to organizational behavior gained more depth and a field called "work ethics" was raised among many thinkers. Work ethic has many aspects and manifestations, one of its practical dimensions is called "commitment". This concept, which is manifested in the process of knowing and engaging people with the organization, has taken an important place in the research related to organizational behavior in the last decade. The value and importance of this concept is to the extent that Stow says about it: the value and importance of organizational commitment must be proven as a separate and independent construct from other psychological concepts (such as motivation, job involvement or other behavioral tendencies) (Khaki, 1376, 157). Those organizations that have realized the importance of the role of human resources in improving productivity, know the value of a committed workforce and on the scene, so they spend important resources and a lot of energy from the management to create an environment where employees can contribute to the improvement of performance to the best of their ability. Since work commitment is a person's emotional and mental reaction to work, if organizational commitment is high, the amount of production and efficiency of people increases, and the lack of this factor leads to lack of job satisfaction, low work conscience, slowness of work and frequent absences in the organization, and disturbance in the mental health of people (Champukom [1], 2004, 406). Understanding the process of creating commitment is useful for the organization and society because, in addition to what has been said, it leads to the innovation of employees, more longevity in the institution and more competitive power of the institution, and at the same time, the society also benefits from the higher productivity of organizations and better quality of products) (Rangebarian, 2015, 41). Managers of commercial and production organizations, in order to stay behind in the competitive market, decided to turn to various strategies and methods to succeed in the competition. Business and marketing changed from simple and traditional to a completely professional activity that requires extensive knowledge in various social, political, cultural, economic and information technology fields.  Given the importance and impact of customer satisfaction and loyalty in increasing market share, organizations look at customer relationship management as a tool to increase their profitability. Managing relationships with customers in organizations is a kind of business strategy. Many successful organizations emphasize that maintaining a stable relationship with customers can keep them stable and leading in the competitive scene.This strategy is different in different organizations, based on the needs of the organization and the customer. Customer relationship management provides a general and clear picture of the customers and at the same time with all the required details and makes it possible to establish a special and effective relationship with each customer so that no opportunity for more sales and customer satisfaction is missed. Also, due to the increasing competition, organizations must be able to have a correct and timely knowledge of their environment in order to survive in the field of competition (especially customers who are the main factor in the life of organizations). At the time of changes and demands and needs of customers, they move forward in order to interact effectively with the environment. Therefore, many successful organizations in the world have prioritized paying attention to the external environment and accurately identifying the needs of customers through the creation of environmental information acquisition systems. In this research, after reviewing the literature related to organizational commitment, customer relationship management and its principles and concepts, the relationship between these two variables will be examined, so in this chapter, the generalities of the research will be reviewed. comes with it) However, in many cases these technologies are not used properly or after a while they are completely abandoned due to lack of proper use. Therefore, it can be said that the third world countries are looking forward to new technologies to fill their technological gap, but an important issue that receives less attention is the way of accepting technology and the factors that affect this acceptance. Customer relationship management technology (CRM [2]) is also one of these technologies that today's organizations and large companies in the world, whether they are services or production, use it completely to achieve their goals. In general, it can be said that customer relationship management creates a competitive advantage for organizations and also has a positive effect on organizational performance. In the past, customers expected timely delivery, good quality, and cheap goods and services from manufacturers, business was more relationship-oriented, and middlemen were powerful in the distribution chain. With the wide distribution of products, the main competition is on maintaining the service and product development to the customer and facilitating the customer's purchase, not maintaining the relationship with the existing customers. But today, organizations do business in a dynamic and complex environment, the competition between organizations has increased, the life cycle of products has decreased, and the life cycle of organizations is reaching its decline phase faster. In many cases, manufacturers produce goods of similar quality and it is the customer who makes the purchase decision (Abella Garces [3], 2004, 603). Customer relationship management is a two-way value-creating business strategy that identifies all aspects of a customer's profile, creates customer knowledge, shapes relationships with customers, and shapes their perceptions of an organization's products or services. The progress of communication, the evolution of the information age and the emergence of new communication tools have made organizations face a multitude of different customers and customers with many choices, the result of which is the increase in the decision-making power of customers and the instability of the market. In the meantime, management thinkers prescribe the version of customer retention and the correct methods of communicating with them under the title of customer relationship management, among its benefits are increasing income growth, reducing sales and distribution costs, and minimizing their support costs (Elahi, 1387, 10). In fact, customer relationship management technology is all the processes and technologies that the organization uses to identify, select, encourage, expand, retain and serve customers. Customer relationship management will enable managers to use customer knowledge to increase sales, provide services and develop it, and increase the profitability of continuous relationships. It is also necessary for managers to know the attitudes of employees about the organization and job because they turn them into behavioral intentions and influence behavior. One of the organizational attitudes that has been of interest to behavioral and management science researchers over the past decades is organizational commitment.