The Effect of Customer Relationship Management (CRM) on achieving Competitive Advantage of Manufacturing Tractor
One of the requirements of competitiveness is the ability of the organizations to adjust themselves with the customer needs quickly. Increasingly competitions make the organizations have more contacts and have relationships with the customers in the world of markets.CRM is a commercial process in the B2B environment, which prepares the organizational structure to improve and survive in trading. CRM is a strategic process of support, against the competitors, providing value for the buyers and sellers, and gaining excellent benefits. This research was done in Truck making company of Tabriz in the form of case- study, and its purpose was to investigate the impact of customer relationship management in order to gain the competitive advantage in industrialized manufactures of Truck. It was done through designing four hypotheses: improving and specializing the relationships with the customers, understanding and separation of the customers, responding to the customers’ complaints, and attracting and protecting the customers.The method of conducting the research is descriptive and for gathering data we used questionnaire. The results obtained from the data analysis show that all the relations are meaningful at the %5 of deviation using spearman correlation test from the managers’ perspectives and the variable of understanding and separation of customers has the most impact, and the variable of attracting and protecting of customers has the least impact on the dependent variable. Also, using freedman test, the ideal position of variables in the given company from the managers’ perspectives is as follows:1) Meeting customer’s complaints2) Attracting and protecting customers being faithful3) Improving and specializing the relations with the customers4)understanding and separating of the customers.
