Investigating effect of Customer Relationship management on customer satisfaction level from after-sale services (Case study; Geely car agency of Kerman)

چکیده مقاله

Management theorists have considered customer satisfaction as the most important duties & priorities for firm management & have considered necessity of top managers’ stable commitment for attracting customer satisfaction as main prerequisites of success. So, this research tries to investigate Customer Relationship Management effect on satisfaction of Geely’s customers. This is an applied research in terms of aim & descriptive-survey research in terms of nature & method. It population includes customers of Geely car agency Kerman who have bought one of this firm’s produces in the first six months of 2015. Sample size has been chosen through simple random method & questionnaires have been filled out by 384 of chosen customers. Data gathering tools have been two questionnaires; customer relationship management questionnaire & customer satisfaction questionnaire. Their reliability has been 0.935 & 0.88, respectively. To analyze data descriptive & inferential statistic (independent t test, Pearson correlation test & multi-regression analysis) have been used. Then, needed resulting has been done after determining existence of correlation between dependent & independent variables. Results have shown that CRM has direct & significant effect on satisfaction of Geely car agency customers. Moreover, all components (service offering quality, physical structure, human relation) except advertising & training have direct & significant effect on customer satisfaction.

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