Identifying and Prioritizing the Factors Affecting on Implementation of Optimal Customer Relationship Management at the General Administration of Transportation Terminals

In competitive consumer markets, building and maintaining a good relationship with customers is essential to long-term business survival. Currently, firms are applying Customer Relationship Management (CRM) to facilitate the maintenance of this relationship. Also, the number of customer relationship management implementations has grown dramatically in recent years. However, few academic studies of the issues associated with the implementation of the concept are available. The purpose of this study is to identifying and prioritizing of the factors affecting on the implementation of the optimal customer relationship management in transportation and terminals organization of West Azerbaijan province. This study is a descriptive survey and exploratory factor analysis has been used for the purpose of extracting infrastructure structures. The statistical population of the study consisted of managers, experts, and employees of the transportation and terminals organization of West Azerbaijan province. The research questions were analyzed using One-Sample T-Test and confirmatory factor analysis. In this research, the effective factors (e-learning, readiness to change, knowledge management, providing services electronically, knowledge management, structural features) were identified in the process of implementation of the customer relationship management system at the transportation and terminals organization of West Azerbaijan province and the results showed that in the process of implementation of customer relationship management is the highest rating assigned to structural features and the lowest rating is assigned to the knowledge management.