The Factors Affecting Success of Customer Relationship Management with Respect to the Mediating Effects of Organizational Factors in Sports Services Sector of Hotels of Iran

Abstract

In the present study, the survey research strategy was used to investigate the effect of factors influencing the success of customer relationship management (CRM) considering mediating effects of organizational factors. The population consisted of managers and employees in the sports services sector of six metropolitan hotels of Iran and 67 hotels were selected as the study sample. The data were obtained by the questionnaires and were analyzed with PLS software. The results showed that the applied structural equation modeling was a powerful theoretical model to predict the success of customer relationship management; all aspects of knowledge management (KM) components (the knowledge management influence / knowledge management achievement / customer relationship management technology / customer orientation) with the mediating role of organizational factors and direct influence of CRM experience had a significant effect on the success of customer relationship management. The CRM enhancement can increase the close and constant relationship with customers (customer attraction and customer orientation).