Analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach

In recent years, the term "customer relationship management" has attracted much attention in the field of marketing and commerce. This study aimed to an analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach. For this purpose, from 62 studies (from 2014 to 2018), 18 methodological and research objectives were accepted and meta-analysis was carried out on them. The research tool was a meta-analytic checklist. The findings showed that the propagation bias in the analyzed analysis is intangible. Also, the size of the impact of customer relationship management dimensions on the success of customer relationship management in service organizations was found to be 0.59 (Sig: 0/001). Accordingly, customer orientation (with an influence size of 0.601) and customer satisfaction (with a dependence size of 0.65) had the greatest impact on customer relationship management. The effect size according to Cohenchr('39')s table is too high. We conclude that businesses are based on customer orientation and customer satisfaction so that the development and provision of services without considering this principle is not only difficult but impossible. Therefore, service organizations should focus all their activities and capabilities on customer satisfaction, because customers are the only source of return on investment. However, competitive markets today require all organizations to be customer-oriented.