Evaluation of Customer Relationship Performance Based on the Key Factors of Success and Organizational Performance Indices

چکیده مقاله

Today, companies are trying to gain a greater share of the market in order to increase their competitiveness. Effective communication with customers to improve company performance is one of the main factors which can increase the competitiveness. Evaluation of customer relationship performance through the key factors of success can lead to improved service delivery and ultimately facilitates the realization of the strategic organizational objectives by determining the performance indices. On the other hand, the optimal management of customer relationship significantly contributes to meeting the demands of beneficiaries and customers. Certainly, the need for integration of information systems is of fundamental challenges of organizations for managing and evaluating the data related to their customers. By using the balanced scorecard model, the present paper aimed to investigate the status of customer relationship in organizations. The required data were collected by the semi-structured interview and qualitative analysis of available information (theme analysis). Also, the key factors of success and performance indices were determined and used for evaluating the performance of customer relationship in organizations. Finally, a model for evaluating the performance of customer relationship was proposed using the balanced scorecard.

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