The evaluation of relationship between customer value and customer relationship management performance

Current studies (2004) show a potential challenge between customer management relationship (CRM) and customer value in achieving superior performance. In fact one of the main obstacles in assessing the performance of CRM is not knowing "factors which create superior customer value and process of offering this value to customers." The focus of this study is on "the effects of dimensions of customer value on tangible and intangible functions of CRM on Modeiran Company (the exclusive representative of LG monitors.)" The information of statistical society, the buyers of the products of this company, on the first half of the year 1384 was studied on the basis of available data. Moreover, using a questionnaire, customer information was gathered. The main variables include: performance value, social value, emotional value, perceived sacrifices, loyalty to brand, customer satisfaction, and the performance of CRM. The type of present study is correlational investigation with applied and sectional nature. According to the results, "perceived sacrifices" do not have a direct and negative (reversed) relationship with variables of the performance of CRM on the basis of customer behavior, customer satisfaction and customer loyalty. In other words, the increase of material and immaterial losses, due to buying LG monitors did not lead to decrease of loyalty or satisfaction, which is the result of the quality of the services and products. This study has revealed a direct and positive relationship between emotional and social values with the performance of CRM on the basis of customer behavior. This shows the popularity of LG monitors in Iran's market and customer's satisfaction of this product.