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

Document Type : Original Research

Authors
Sajjad Pashaie 1
Fatemeh Abdavi 2
Yaghob BadriAzarin 2
Salvatore Cincimino 3
Mücahit Fişne 4
1 Ph.D. Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran.
2 Associate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran.
3 Professor, Department of Economics, Management and Statistics, University of Palermo, Palermo, Italy.
4 Assistant Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Cumhuriyet, Sivas, Turkey.
Abstract
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 Cohen'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.
Keywords
Organizational success
service organizations
customer relationship management
Meta-analysis

Subjects

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Organizational Resources Management Researches
Volume 11, Issue 2
September 2021
Pages 1-19