Volume 2, Issue 4 (2013)                   ORMR 2013, 2(4): 65-84 | Back to browse issues page

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Haghshenas Kashani F, rastegari H. A Study on the 10 Effective Factors Of Lindgreen Model on Implementation of customer Relationship Management In Tourism Industry of Iran ( In Travel agencies ). ORMR. 2013; 2 (4) :65-84
URL: http://ormr.modares.ac.ir/article-28-11195-en.html
1- Visiting professor of E-campus ,Azad universitiy,Tehran,Iran
2- Expert of Market Research
Abstract:   (8727 Views)
Abstract Nowadays, due to intense competition, organizations are operating their activities in a dynamic and high uncertainty environment. From a competitive perspective, having continued profit depends on attracting new customers and retaining existing ones. Currently, all the attention has been focused on the relationship with customer and customer is considered as an essential component of the organization. The purpose of this study is to investigate 10 effective factors of Lindgreen Model on Implementation of customer relationship in agencies which belong to Mostazafan Foundation and to rank those effective factors. Lindgreen Model is one of the most comprehentive models for investigating the implementation of CRM. Those effective factors include Information Technology, People, Knowledge Management, Customer Strategy, Culture, Customer Relation Management Processe, Customer Interaction Strategy, Organization, Brand Strategy and Value-Add Strategy. The required data are gathered by distributing questionnaire among 385 customers of Aito and Perspolis agencies, using simple random sampling. The data are analyzed by Kolmogorov-Smirnov Test (k-s Test), Binomial Test and Friedman Test and also TOPSIS and Shanon’s Entropy Model. The results show that the ten factors of Lindgreen model in the implementation of customer relationship management agencies of Mostazafan Foundation are effective but their ranks are different.   Keywords: Customer Relationship Management, Lindgreen Model, Tourism Indusrty
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Received: 2013/05/19 | Accepted: 2013/02/19 | Published: 2013/08/20

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