Provide Customer Relationship Management Model for Social Media-Based Businesses

By passing the traditional economy and intensifying competition in the new dimensions, the customer has become the core of all activities of the organization. In addition, customer relationship management is an effective factor in increasing the competitiveness of companies, so that by creating better and more effective relationships with customers, companies can compete with other competitors.

The purpose of this study is to present a customer relationship management model for social media based businesses. The research method of this research is qualitative and quantitative (exploratory).

First, a conceptual model of the research was developed using the qualitative approach and also using semi-structured interviews with the experts and the data theory of the foundation. In the method of analyzing qualitative data, an open source coding method, the production of basic concepts, and the production of major axial categories have been used. After this stage, the researcher evaluates the validity of the conceptual model of the research in order to test the developed model using quantitative research methods, structural equations. The statistical population is distributed among the few managers and experts of social media based businesses that 607 of them were selected as sample and reliability and reliability questionnaires were distributed among them and the data obtained using The LaserLear software was analyzed.

The findings from the quantitative section showed that 53% of customer relationship management variance, 53% customer knowledge management, 28% specialization, 33% pricing, 36% dynamic retention, 28% organizational knowledge management, 29% multimedia and 56% customer relationship performance variance are explained by the variables of the research model.

The fitting indices obtained for the tested model showed that the RMSEA index had an acceptable level of 0.69 in the model, and the other fitness indexes such as CFI, GFI, NFI, and AGFI were respectively 0.97, 0.93, 0.94 and 0.91 are all at the appropriate level, and these qualitative fit attributes indicate that the data of this research is appropriate to the structure of the model of this model.