An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory

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Dehghani Soltani Mahdi; MOHAMMADI ESFANDIAR; Hemmati amir; Raufi Mostafa

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Journal Paper

Paper Information

Journal: JOURNAL OF BUSINESS STRATEGIES Year:2019 | Volume:26 | Issue:13 Page(s): 59-78

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Title

An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory

Author(s)

Dehghani Soltani Mahdi | MOHAMMADI ESFANDIAR | Hemmati amir | Raufi Mostafa | Issue Writer Certificate

Keywords

Customer Relationship ManagementQ2

marketing performanceQ1

marketing memoryQ1

Marketing innovationQ1

Insurance corporationsQ2

Abstract

The aim of this study is to survey the effect of Customer Relationship Management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran formula. Standard questionnaire has been used that its validity asserted by experts and its reliability has been. Asserted. for gathering data field and library method have been used. For data analysis statistic formula such as correlation test, factor analysis and structural equation modeling in the form of LISREL and SPSS software have been used. The result shows Customer Relationship Management has directly positive and significant effect on marketing performance (significant coefficient 6. 36) while the Customer Relationship Management has indirect effect on marketing performance with the role of marketing memory (36. 41) and Marketing innovation (12. 37).

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APA: Copy

Dehghani Soltani, Mahdi, MOHAMMADI, ESFANDIAR, Hemmati, amir, & Raufi, Mostafa. (2019). An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory. JOURNAL OF BUSINESS STRATEGIES, 26(13 ), 59-78. SID. https://sid.ir/paper/253030/en

Vancouver: Copy

Dehghani Soltani Mahdi, MOHAMMADI ESFANDIAR, Hemmati amir, Raufi Mostafa. An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory. JOURNAL OF BUSINESS STRATEGIES[Internet]. 2019;26(13 ):59-78. Available from: https://sid.ir/paper/253030/en

IEEE: Copy

Mahdi Dehghani Soltani, ESFANDIAR MOHAMMADI, amir Hemmati, and Mostafa Raufi, “An Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory,” JOURNAL OF BUSINESS STRATEGIES, vol. 26, no. 13 , pp. 59–78, 2019, [Online]. Available: https://sid.ir/paper/253030/en

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