An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory

The aim of this study is to survey the effect of customer relationship management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran formula. Standard questionnaire has been used that its validity asserted by experts and its reliability has been. Asserted .for gathering data field and library method have been used. For data analysis statistic formula such as correlation test, factor analysis and structural equation modeling in the form of LISREL and SPSS software have been used. The result shows customer relationship management has directly positive and significant effect on marketing performance (significant coefficient 6.36) while the customer relationship management has indirect effect on marketing performance with the role of marketing memory (36.41) and marketing innovation (12.37).