Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach

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mohammadi pour Mojtaba; NAAMI ABDOLLAH; AZAD NASER; FATEMI ADEL

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Journal Paper

Paper Information

Journal: business managment perspective Year:2020 | Volume:19 | Issue:41 (74) Page(s): 59-78

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Information Journal Paper

Title

Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach

Author(s)

mohammadi pour Mojtaba | NAAMI ABDOLLAH | AZAD NASER | FATEMI ADEL | Issue Writer Certificate

Keywords

Customer Relationship Management

Post-purchase dissonance

cognitive dissonance

Abstract

Objective: As competitiveness in the business environment grows, retaining valuable customers becomes more important for organizations, so organizations strive to maintain long-term and valuable relationships with customers by making changes in interactive practices. The purpose of this study was to design a Customer Relationship Management Model with a Post-purchase dissonance reduction approach. Metodology: This research has been conducted using qualitative method of Grounded theory and its data have been collected through in-depth interviews with experts in the field of Customer Relationship Management in the automotive industry. The data were analyzed based on the Grounded theory steps, extracted concepts and codes, and finally a model was introduced to explain the effective factors of Customer Relationship Management with the Post-purchase dissonance reduction approach. Finding: Research Finding: s show that staff communication skills, commitment, transparency of the organization and value creation for the customer are some of the causes of decreasing post-purchase customer dissonance. Conclution: Improving customer relationship was also identified as a consequence of applying a comprehensive Customer Relationship Management strategy with with a Post-purchase dissonance reduction approach.

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APA: Copy

mohammadi pour, Mojtaba, NAAMI, ABDOLLAH, AZAD, NASER, & FATEMI, ADEL. (2020). Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 19(41 (74) ), 59-78. SID. https://sid.ir/paper/960018/en

Vancouver: Copy

mohammadi pour Mojtaba, NAAMI ABDOLLAH, AZAD NASER, FATEMI ADEL. Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2020;19(41 (74) ):59-78. Available from: https://sid.ir/paper/960018/en

IEEE: Copy

Mojtaba mohammadi pour, ABDOLLAH NAAMI, NASER AZAD, and ADEL FATEMI, “Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 19, no. 41 (74) , pp. 59–78, 2020, [Online]. Available: https://sid.ir/paper/960018/en

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