A MODEL TO EVALUATE

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FARHANGI ALI AKBAR; HOSEINGHOLI POUR TAHMORAS; NATEGHI POUR BAHARAK

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Journal: MEDIA STUDIES Year:2013 | Volume:8 | Issue:22 Page(s): 31-46

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Title

A MODEL TO EVALUATE "CRM" USING COMMUNICATIVE APPROACH BETWEEN CUSTOMERS OF THE SPECIALIZED NON-GOVERNMENTAL JOURNALS IN TEHRAN-IRAN

Author(s)

FARHANGI ALI AKBAR | HOSEINGHOLI POUR TAHMORAS | NATEGHI POUR BAHARAK | Issue Writer Certificate

Keywords

CUSTOMERSQ2

CRM (CUSTOMER RELATIONSHIP MANAGEMENT)Q2

MARKETING COMMUNICATIONQ2

RELATIONSHIPQ2

COMMUNICATIVE APPROACHQ1

Abstract

This research will have five principal outcomes. First, it provides a theoretical explanation for why customer RELATIONSHIP management (CRM) affects gaining desired outcomes from RELATIONSHIP between customer and service provider. Second, it provides a more complete evaluation of the role of Information Technology in CRM activities. Third, it develops and validates a number of measurement scales which are required for testing the proposed conceptual model. Forth, by studying CRM on the basis of COMMUNICATIVE APPROACH, it reinforces explanatory and interpretative ability of MARKETING COMMUNICATION Theory, and finally, this study is highly valuable because it provides experimental evidence on value of CRM to organizational managers and experts, and provides a collection of customer-oriented criteria and measures, which enable managers to identify roots of failed measures. Thus, this project seeks to provide a model to evaluate CRM based on COMMUNICATIVE APPROACH. Statistical population in this research includes all experts and managers of non-governmental scientific-specialized journals in city of Tehran as well as subscribers of these journals. Given the two statistical populations were limited and large, multistage sampling method was used. Descriptive-survey research method was used, and conceptual model was tested using structural equations modeling and confirmatory factor analysis with the aid of Lisrel software.Considering the obtained results, all hypotheses of this research were approved for both statistical populations, and by comparing the results of evaluation of conceptual model on the two statistical populations, one can find out that the levels of impact of model’s variables on each other is approximately higher among managers and experts compared with subscribers, which suggests that views of managers and experts of non-governmental scientific-specialized journals of Tehran are more consistent with relations governing components of this model, compared with those of subscribers.

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APA: Copy

FARHANGI, ALI AKBAR, HOSEINGHOLI POUR, TAHMORAS, & NATEGHI POUR, BAHARAK. (2013). A MODEL TO EVALUATE "CRM" USING COMMUNICATIVE APPROACH BETWEEN CUSTOMERS OF THE SPECIALIZED NON-GOVERNMENTAL JOURNALS IN TEHRAN-IRAN. MEDIA STUDIES, 8(22), 31-46. SID. https://sid.ir/paper/211896/en

Vancouver: Copy

FARHANGI ALI AKBAR, HOSEINGHOLI POUR TAHMORAS, NATEGHI POUR BAHARAK. A MODEL TO EVALUATE "CRM" USING COMMUNICATIVE APPROACH BETWEEN CUSTOMERS OF THE SPECIALIZED NON-GOVERNMENTAL JOURNALS IN TEHRAN-IRAN. MEDIA STUDIES[Internet]. 2013;8(22):31-46. Available from: https://sid.ir/paper/211896/en

IEEE: Copy

ALI AKBAR FARHANGI, TAHMORAS HOSEINGHOLI POUR, and BAHARAK NATEGHI POUR, “A MODEL TO EVALUATE "CRM" USING COMMUNICATIVE APPROACH BETWEEN CUSTOMERS OF THE SPECIALIZED NON-GOVERNMENTAL JOURNALS IN TEHRAN-IRAN,” MEDIA STUDIES, vol. 8, no. 22, pp. 31–46, 2013, [Online]. Available: https://sid.ir/paper/211896/en

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