the relationship between customer relationship … · m.heydari et.al / teknologi tanaman /vol...

The Relationship between Customer Relationship Management and Customer Satisfaction with Services Received Case study: Communications Organization of Tehran Province

Mohammad Heydari, HadisehAbaszadeh, Habibollah Danai Abstract Today, with the advancement of information technology in the organization of new systems of production that can reduce internal costs, better interaction with the environment and ultimately help to make a profit. Customer satisfaction is one of these tools. This study is applied and the descriptive-survey research methods. The study population included 36 employees of Telecommunication Company of Tehran. In addition to gathering information on this study, questionnaires were used. The questionnaire includes 16 questions, which determine the amount of credit in the first phase of the trial was conducted on 28 patients, and in the second part of the questionnaire was finalized, and data analysis was descriptive and inferential. The results demonstrated that all appropriate behavior and customer satisfaction with service received there is a positive relationship. There is a positive correlation between high-quality products with customer satisfaction. The proportion of goods with the wishes and needs of the client there is a practical correlation with customer satisfaction. Finally, the receipt of goods and services there is a positive correlation with customer satisfaction of services received. Key words: customer satisfaction, customer relationship management, product quality, proper behavior Sellers

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Introduction In recent years, organizations have paid much attention to the customer by offering more varied services, the behavior of its employees and to attract and acquire new customers have done that in the end. This has led to get a profit as well as the survival of the More companies or organizational. Along with increased awareness by consumers of telecommunication services in organizations, as well as its affiliated organizations are increasingly sensitive to the quality of service received show. In order to maintain long-term relationships with satisfied customers contacts should know how the factors that attract customers provided. (sanaei,2007)Competition in the market due to increased customer focus on revenue and profit. Government in the area of customer service honoring customers with legal requirements, directives or issue instructions is considered. While in the Sale and exclusive services that today there are a lot of social interactions necessary customer humane dignity and spiritual motives. It is essential that the neglect of human dignity is tarnished suppliers. (Yahyaei iliyeh, 2003)What organizations today are up to the customer with intense competition in the business? Failing that as an organization could vanish forever from the competition and impose heavy losses on it. The exclusive service is also very accessible and although earning a guaranteed customer in there but needs a lot of them based on clients determined. This article attempts to define the customer-oriented and customer-oriented organizations to explain the characteristics expressed customer needs in competitive organizations, exclusive government. (Yahyaei iliyeh, 2003)Customer with the backing of faith is not limited to time and at all times, especially in the Islamic civilization by Muslim merchants and traders have been considered. As far as the cultural values of Islam, a branch of science called "Makasib" for people who have shaped economic activity, and attention has been paid. The definition of Islamic attitude of the customer stated: the customer is trying to meet the demands of customers relying on divine law, truth-oriented, consensual deal, no harm and fairness. Islamic business is customer satisfaction and satisfaction than through the hypocrisy and deception of God and fortunately there is no possibility of achieving it; But customers from the competition began when the supply of goods and services to the growing demand due to mass production. John Meeker owner of a department store in Philadelphia America for the first time in their advertising the phrase "The customer is right" to do that in a short time, it was a good result and British businessmen similar terms such as "customer is king" into space their business. (Yahyaei iliyeh, 2003)Scientific and business development with the various definitions of customer provided that one of the definitions is as follows: customer orientation and the supply of goods or provision of services with a focus on the production in order to satisfy their customers' needs by providing practical, emotional and applicants logical. According to the definition, it seems that the centrality of the inalienable and inviolable core customers and organizations should strive to reach their goals by providing practical, emotional and logical attract applicants for their consent. (Sajjadi, 1998)Since customer satisfaction is based on customer expectations are formed and the ultimate goal is a customer-focused organization, so compliance and customer satisfaction has a significant role in the design of this system. Overall, this study seeks to answer these questions: 1. Is the expertise and staff in providing service to customers and to attract and maintain customers with effective service delivery? 2. Do staff how to deal with clients in attracting and keeping customers is effective Telecommunication Company of Tehran?

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Questions and research hypotheses The main research question 1. Is the relationship between the customer and the customer satisfaction of service significant?

Secondary research questions 1. Is the proper conduct customer satisfaction with service vendors of meaningful relationship there? 2. Is the quality product with customer satisfaction and service organizations a significant relationship? 3. Does the product fit the demands and customer requirements with satisfaction the significant relationship, there is a handful of services? 4. Have you received the product with customer satisfaction and service organization, there is a significant relationship?

Questions and research hypotheses: The main research question: 1. Is the relationship between the customer and the customer satisfaction of service significant?

Secondary research questions: 1. Is the proper conduct customer satisfaction with service vendors of meaningful relationship there? 2. Is the quality product with customer satisfaction and service organizations a significant relationship? 3. Does the product fit the demands and customer requirements with satisfaction the significant relationship, there is a handful of services? 4. Have you received the product with customer satisfaction and service organization, there is a significant relationship?

Theory and literature: Literature Who is the customer? Below are a few common definitions of customer is provided:

- In the individual customer market culture has the ability and the talent to purchase goods or services have the ability and talent for both the person, and the act of buying is done.The customer perspective of the intelligent and wise people who needs to make a good studyAnd with valuation and taking his talents to select features and deals.

- The customer is our reason for being employed.

- The client is a person or entity that directly or indirectly, goods and services to the market. (Mousavi, 2005)

Without a doubt, we can say customers are the most important asset of most organizations. Clients for direct communication with the actions of an organization are a valuable source of opportunities, threats and operational questions related to their respective industry. Today, for economic growth and stay competitive, organizations must important customer and their relationship with the buyers of the goods further increase. New business processes, gain the critical role in customer satisfaction targets allocated to companies, and senior management knows their success in achieving business goals; customer satisfaction is at stake.The role of the banking system as one of the most important economic sectors in society and guidance in relation to absorb liquidity, Providing services to people and clients, active participation in economic development, the distribution of saving's depositors in the form of facilities, etc. It's no secret. Banks, financial services and products to customers, while a host of risks associated with fluctuations in currency and interest rates, credit, capital adequacy and liquidity, and operational risk management, etc. as well. Customer Orientation The transaction-driven marketing principle's belief that the independence of choice between market participants, a more effective system for creating and distributing marketing provides value. Industrial organizations and policy makers believe that the independence of market participants to choose their trading partners and their freedom to make these choices based on their individual interests in their decisions. This leads to the ability to buy at the lowest cost through bargaining and bidding. However, this belief has been challenged recently in the economic sphere. According to this belief, every transaction, including transaction costs such as search, negotiation and other related activities that rather than reducing the cost of the increase and therefore, productivity for companies involved in the transactions, they fall in productivity associated with. Implementation of relationship marketing believers believed that mutual dependencies reduced transaction costs and improved the quality. In short, better quality at lower cost through mutual dependence among value chain participants is achieved. The purpose of relationship marketing, improve marketing efficiency by achieving effectiveness and merit. Today we are witnessing a fundamental transformation in the way we organize top companies from product-oriented to customer-oriented organizational structures that change is the main factor driving this change is the emergence of the phenomenon known as customer relationship management1.Customer relationship management roots can be traced in relationship marketing. Based on the findings Reichheld and Sasser (1990), a 5 percent increase in customer retention rates can average 35 to 95 percent, resulting in increased customer lifetime value. Reichheld said the following reasons maintenance customers will have benefits for organizations:

- Customer acquisition costs may be high, so customers will not be profitable, unless they are preserved for a longer time than now to buy.

- The result of profits earned from customer retention and loyalty, will help the company cover its costs. With purchases of corporate customers, increased revenues and greater efficiency in providing services to consumers, thus reducing costs.

- Customers happy and keep (the faithful) will attract other potential customers for the company.

- Relationships with customers are valuable to them and therefore, loyal customers are less sensitive to price.

1 Customer Relationship Management (CRM)

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Service quality as one of the most important factors determining the success of service organizations in the competitive environment has been seriously. Any decrease in customer satisfaction due to poor quality of service, creating concerns for service organizations. (Haj Karimi, 2009). As one of the most important criteria for evaluating the quality of services is a broad concept that different parts of the organization are committed to it. It aims to raise the efficiency of the entire organization is at minimal cost to enhance competitiveness, so that the entire range of features needed to accommodate customer. Thus, providing quality service to customers in the private and public sector is of strategic issues. The leaders of service organizations recognize that best quality leads to best performance and benefits such as customer loyalty, meet their needs, market share growth and productivity for organizations brings. Quality of services as a lever to create competitive advantage in their work. This would be achieved if the organization knew how customers perceive the quality of their services. The importance of service quality in the company or organization's ability to meet the needs and demands of customers is evident. Companies can through the provision of best practices in order to maintain the quality of services, will benefit from achieving a competitive advantage that could lead to customer satisfaction. This can result in various benefits for the company guarantee. Many companies and organizations, such as the creation of a strong relationship between company and customer, providing a good basis for the activities of repurchase; to encourage customer loyalty, improve and develop the company by word of mouth, making the company's good reputation the minds of customers, increase company profits through advertising in mind. Therefore, companies must recognize the strategic importance of service quality. Continuous improvement of quality is expensive in the long run. It's an investment that will create more profits (Hussain et al, 2014). Critical success factors or key performance factors The key success factors and performance, there is an important distinction. For better doctor between two concepts of critical success factors and key performance factors distinguish: Critical success factors: (CSF) Key performance indicator: (KPI) Critical success factors, factors affecting the success of an area known as Key Performance Indicators implications of the study area.

Critical success factors for CRM Sin et al (2005) had provided a model for the successful implementation of Customer Relationship Management that this model is much used. Sin and colleague's success with customer relationship management model is to focus on key customers, good organization, knowledge management, technology. Focus on key customers, including customer-centric, customer lifetime value, customization and maintenance of long-term bilateral relations.

In many cases, the key success factors for human factors, technology and process are divided. In some cases, the client has also been added. Key success factors of customer relationship management based on the four dimensions studied. Key indicators of success Moreno Melendez (2011) with Sean's model (2005) to develop a comprehensive model focused on customer relationship management. They both used the same criteria for measuring the success of CRM is the key to success: financial results and marketing results. Customer relationship management can be considered part of relationship marketing that deals with the management of interactions with customers. The first step to implementing customer relationship management in the assessment of organizational issues related to customer relationship management, otherwise every effort to establish customer relationship management in the organization will be futile. The term Customer Relationship Management has become a slogan of the day; however, there are different views about customer relationship management. Study of numerous texts that any of researchers have studied it from a certain point of view, for example, breast and others believe customer relationship management at the tactical level is considered as database marketing at the strategic level and contribute to the preservation of clients in the harvest, and at the theoretical level, a marketing research paradigm is emerging. In recent years, companies are paying more attention because they understand the concept of customer relationship management; customer relationship plays a key role in their success. Customer Relationship Management on Customer Knowledge Management, to better understand our customers and provide


better service to them. Identify valuable customer knowledge is a complex task because of the large volume of knowledge-based customer relationship management processes and, as one of the fundamental processes that determine the ability of learning and organizational innovation. The enterprises to implement successful customer relationship management required a redesign of the organization and implementation of its value chain with demand. The organizational factors such as strategy, structure and business processes for the implementation of customer relationship management are all in need of transformation. Sin and et al say many customer-centric activities would not be possible without the appropriate technology. In fact, technology companies to provide customized services with higher quality and lower cost enabled. Since the purpose of customer relationship management offering continuous improvement to the customer and the customer relationship management is one of the most important issues in management research. The most important aspects of customer relationship management are: customer orientation, knowledge management and technology to establish a customer relationship management. In other studies, the addition of macro-organizational factors mentioned. Customer orientation as well as the focus on key clients, including marketing and customer-centric, customer lifetime value, product customization and interactive marketing (to maintain long-term relationships with the buyer).The customer-centric, focusing on key customers, customization, long-term relationships with buyers, knowledge management (KM), customer relationship management (CRM) technology and organizational macro factors as the success of customer relationship management in the organization have been identified. Today, behavior and communication with the customer in every organization and institution of commerce and trade, and strengthen effective step to keep pace with scientific advances and new achievements of mankind, to achieve prosperity and success in work, customer satisfaction, increase staff morale and, ultimately, business school is profit for a financial institution or business. Without a doubt, we can say customers are the most important asset of most organizations. Clients for direct communication with the actions of an organization, a valuable source of opportunities, threats and operational questions related to their respective industry. Thus, it is necessary to organize a system to attract and retain customers is to design and implement a system that can manage a good relationship between the organization and customers. Therefore, customer relationship management has the capabilities to keep organization's competitive edge and achieve the competitive advantage. Today's competitive advantage lies in having more customers; more profitable, more loyal and more knowledgeable and successful presence in dynamic markets should also be considered customers, so understanding the process of gaining competitive advantage through customer relationship management as an organizational effort necessary. It seems. Despite the emergence of Customer Relationship Management or CRM from the 90s, this issue continues to be a key tool for business management is (Ngai, 2005), as well as research on CRM significantly increased in the past few years successful After reviewing the literature on the concept of CRM can be no consensus on the conceptual framework of the concept of CRM is not specified. Despite the numerous benefits that CRM offers but still a large number of studies have shown a high rate of success in implementing this type of strategy (St. Martin et al., 2015). The need to review key aspects of CRM includes manufacturing, CRM, and customer-oriented organizational factors that determine the successful implementation of CRM there. In summary, it can be said: CRM deployment is not easy! Not fast! Not cheap! However, it is not optional! So what is certain is that in today's world due to the role of the customer in the world, need to properly manage customer relationships in organizations makes more sense than ever. Putting the customer at the center of all its activities had been feeling. According to Cutler, the client part of the intangible assets of organizations that are not financial balance sheets and led to neglect their organization's managers and executives. As always, less than the demand and supply in the market, in the process of the market, the manufacturer and seller would play a major role and what was of interest to the buyer, his expectations and preferences; Today, with the competitiveness of this industry is changing to the customer. According to customer care as one of the critical elements of a company's customer relationship management focus to this element can be considered for the following reasons the use of CRM in the company's needs: to improve service, customer satisfaction, reduce costs and communicate person to person, even with millions of customers. Providing better customer satisfaction not loses.New business processes, gain customer satisfaction important place in their assigned targets companies with regard to the importance of customer satisfaction and loyalty in most of the market share, customer relationship management as a tool for organizations looks forward to increasing their profitability. The customer relationship management, enabling organizations to provide better service to customers through automated and integrated processes for collecting and processing customer data is actually three customer service management, marketing and sales management information to each other makes.

- Moreno Melendez (2011): The two researchers integrated framework of factors affecting the success of customer relationship management (not only knowledge but also technological factors, organizational factors, customer focus and experience (CRM) with respect to the mediating role of organizational factors.

- Sin et al (2011): The purpose of development measure was valid for CRM, in particular, to examine four key dimensions of CRM include: customer focus, organization, knowledge management and CRM technology began. Components intended for the customer are: customer-focused marketing, identifying key customer lifetime value, personalization and interactive marketing. Organizational structure, commitments of resources and human-resource management as a key component of the organization were considered. Learning and knowledge creation, dissemination and sharing of knowledge and knowledge as well as the accountability component of knowledge management was introduced. The three investigators to examine the results of financial and marketing aspects of their CRM implementation.


Background Research 1. Mehrabi and Babai Ahromi and Taati (2010) in a study entitled Implementation of an integrated model of customer relationship management at Bank came to the conclusion that organizational culture changes, technological changes and the successful implementation of management changes organizational structure customer relationship meaningful and positive impact. Delvi and Kadkhodaie Alyadarany (2012) in a study entitled The relationship between the use of marketing metrics in terms of innovation and the goal of customer relationship management based on the model of Bank Sepah Gartner concluded that among the components of the metric Innovation (the new service, launched new services, satisfaction of new services and revenue) and customer relationship management relationship. But the metric revenue from services and customer relationship management relationship does not exist. Safarzadeh et al (2011) study entitled effect of knowledge management strategies on innovation and organizational performance in the health centers were the northern Fars and coded results showed that personal knowledge of a positive impact on innovation and organizational performance, and this is also a positive impact on organizational performance through innovation and leave a positive relationship between innovation, and organizational performance is also there is a significant. Fathian et al (2014) study entitled the effect on the application of knowledge management on organizational performance using the Balanced Scorecard (BSC) to do. The results indicate that the use of knowledge management to promote financial situation, improve customer mind, improve performance and enhance growth and learning process within the organization. 2. Zahedi et al (2011) in a study entitled to identify and rank the main factors of success in customer relationship management concluded that 12 important role for the success of their CRM strategy CRM, knowledge management (CRM), CRM technology, channel management, customer relationship, customer information management, education programs, the Steering Committee effective, customer-oriented, strategic relationship with employees, employee engagement, integration, implementation of the cross, that these factors were classified at two levels. The first level contains the most important factors: the strategy of CRM, customer relationship management, knowledge, technology, CRM, effective steering committee and eight more in the second. 3. Lee et al (2011) in a study entitled effect of customer relationship management, product innovation process to the conclusion that all the CRM activities are not involved in every stage during the innovation process. The effective exchange of information to increase both innovation and innovation outputs. Customer participation and joint problem solving positive impact upon the innovation process, while long-term cooperation had significant effects of the output of innovation. CRM technology is the least impact of the innovation process. 4. It results Abdul Ghafoor and colleagues (2011) showed that training and development, determined and positive impact on organizational performance and enhance the overall performance of organizations. 5. In this Akroush and Almohammad (2010) examined the effects on organizational performance marketing knowledge management and organizational performance in three dimensions: financial performance, market performance and customer performance was measured. In this study, 32 of the communication were in Jordan, and 292 questionnaires were used for the analysis as a result it was found that both internal and external marketing significant impacts and the performance of certain respectively. 6. Mohammad, et al (2013) in their study entitled assessing the impact of customer relationship management (CRM) on aspects of organizational performance: A case study in Malaysia concluded that all aspects of the hotel industry CRM is a positive and significant impact on different perspectives the performance of hotels. However, CRM technology with learning and growth performance showed the significant correlations hotel. Development of hypotheses and model It should be noted that the item listed and discussed throughout this paper, based on research done in 2013 by Mostafa Soltani Sadeh with the issue (analysis of the customer in the Telecom) is consistent with the conceptual model to theoretical this has been plotted. (Mostafa Soltani Sadeh, 2013)Independent variables (customer) included the following factors: Proper behavior Seller: Having the proper tools to manage dealing with clients such as having good self-esteem, optimism, happiness, and well-mannered, smiling and ... (quoted from Encyclopedia growth) Quality of service: Implementing a product with the desired characteristics of the customers, the degree of product that satisfied customer and a fair price, while the value of the total consideration for the demands and needs of the customer Product fit the demands and customer requirements: The production or supply of goods or provision of services with a focus on customers in order to satisfy them by providing practical, emotional and logical applicants. Delivery time: It is to spend the least possible time to deliver the goods to the customer. Dependent variable: Customer satisfaction: Providing complete customer satisfaction, the needs, expectations and demands of customers at the same time and in the same way that he wants. Including measures of customer satisfaction within the organization are that to satisfy the demands of our customers and to improve the quality orientations services shows.In terms of customer satisfaction when the customer feels Zhoran product features based on his emotions. Dissatisfaction with the way flaws thorny product, customer complaints and criticism. (Quoted from the business)


Figure (1): conceptual model Methodology The study population included 36 employees of Telecommunication Company of Tehran. It should be noted that of the 36 studied 15 of them are in formal employment, and 21 are in the status of the employment contract. In addition to gathering information for this study, questionnaires were used.The questionnaire contains 16 questions, is used to determine the amount of credit in the first phase of the trial was conducted on 28 patientsand second, the final questionnaire was used for data analysis was descriptive and inferential. Data analysis "Between the good behavior of sellers with customer satisfaction services and there is a significant positive relationship."

Table1: Description answers the first assumption

Average Question 3 Question 2 Question 1 Answer

92 32 23 32 1

33/2 11 8 2 3

33/4 8 1 4 2

9 3 1 2 4

33/0 1 0 0 3

43 43 43 Total

Table 2: analysis of the first hypothesis

Method Variables Removed Variables Entered Model

Enter . VAR00002a 1

a. All requested variables entered. b. Dependent variable: VAR00001

Table 3: ANOVAb of the first hypothesis

Sig. F Mean square df Sum of squares Model

.52a 9.825 7.661 1 7.661 Regression

.780 3 2.339 Residual

4 10.000 Total

a. Predictors: (Constant), VAR00002 b. Dependent variable: VAR00001

Table 4: Model Summary Std. Error of the Estimate

Adjusted R Square

R Square R Model

.88302 .688 .766 .875a 1

a. Predictors: (Constant), VAR00002

Time to get services

Fitness services needs

Services quality

Customer satisfaction

Proper behavior Seller


Table 5: Coefficients a

Sig. t Standardized Coefficients

Unstandardized Coefficients

Model

Beta Std. Error

B

.004 7.803 .521 4.065 1 (Constant)

.052 -3.134 -.875 .038 -.118 VAR00002

According to Table, (3) obtained correlation value is 875. More than 0.05 so this hypothesis is accepted and appropriate behavior with satisfied customer's seller the services and there is a significant positive relationship and considering the positive correlation coefficient this impact will be positive."The good-quality product with customer satisfaction in service organizations and there is a significant positive relationship."

Table 6: It describes the results of the second hypothesis


66/92 20 12 11 1

33/99 12 2 13 3

6 3 7 2 2

33/3 0 7 2 4

66/3 0 2 3 3

43 43 43 Total

Table7: The second hypothesis analysis


Enter . VAR00003a 1

a. All requested variables entered. b. Dependent variable: VAR00001

Table 8: ANOVAb of the second hypothesis


.022a 19.183 8.648 1 8.648 Regression

.451 3 1.352 Residual

4 10.000 Total

Table 9: Model Summary

Std. Error of the Estimate

Adjusted R Square

R Square R Model

.67141 .820 .865 .930a 1


Table 10: Coefficients a Sig. t Standardized

Coefficients


Model

Beta Std. Error

B

.003 9.291 .527 4.897 1 (Constant)

.022 -4.380 -.930 .048 -.211 VAR00003

a. Dependent variable: VAR00001

According to the table (9) obtained, correlation value is 930. More than 0.05 so this hypothesis is accepted and the good-quality product with customer satisfaction in service organizations and there is a significant positive relationship and considering the explicit correlation coefficient impact will be positive."Between the products fit the demands and satisfying customer needs with a handful of the services and there is a significant positive relationship."

Table 11: It describes the results of the third hypothesis


66/90 31 31 12 1

93 13 13 13 3

33/6 1 1 7 2

66/3 4 4 2 4


66/9 3 3 1 3

43 43 43 Total

Table 12: The third hypothesis analysis


Enter . VAR00006a 1

Table 13: ANOVAb of the third hypothesis


.008a 38.753 9.281 1 9.281 Regression

.240 3 .719 Residual

4 10.000 Total



Adjusted R Square

R Square R Model

.48939 .904 .928 .963a 1


Table 15: Coefficients a Sig. t Standardized

Coefficients


Model

Beta Std. Error

B

.001 13.281 .360 4.777 1 (Constant)

.008 -6.225 -.963 .031 -.196 VAR00006

b. Dependent variable: VAR00001 According to the table (14) obtained, correlation value is 963. More than 0.05 so this hypothesis is accepted and the product fit the demands and customer needs, customer satisfaction with the services and there is a significant clear relationship and considering the positive the correlation coefficient of this impact will be positive. "Between the time of receiving the goods with satisfied customers to the service organization and there is a significant positive relationship."

Table 11: It describes the results of the fourth hypothesis Average Question 12 Question 11 Question 10 Answer

91 11 30 13 1

91 11 17 18 3

1 7 7 10 2

33/9 3 0 3 4

66/0 1 1 0 3

43 43 43 Total

Table17: The fourth hypothesis analysis


Enter . VAR00005a 1

a. All requested variable entered. b. Dependent variable: VAR00001

Table 18: ANOVAb of the fourth hypothesis


.014a 26.895 8.996 1 8.996 Regression

.335 3 1.004 Residual

4 10.000 Total



Adjusted R Square

R Square R Model

.57836 .866 .900 .948a 1


According to the table (19) obtained, correlation value is 948. More than 0.05 so this hypothesis is accepted and the time of receipt of goods to satisfies customers to the service organization and there is a significant positive relationship and considering the favorable correlation coefficient impact will be positive. Conclusion In summary, the results of research hypotheses were as follows: "Between the good behavior of sellers with customer satisfaction services and there is a significant positive relationship."875. The correlation value obtained is greater than 0.05 so this hypothesis is accepted and appropriate behavior with satisfied customers all the services and there is a significant positive relationship and a beneficial correlation coefficient with respect for the impact will be positive. “The good-quality product with customer satisfaction in service organizations and there is a significant positive relationship."930. The correlation value obtained is greater than 0.05 so this hypothesis is accepted and the good-quality product with customer satisfaction and service organization, there is a significant positive correlation coefficient with respect to the clear impact will be positive. “Between the product fit the demands and customer needs, customer satisfaction with the services and there is a significant positive relationship. “More than 0.05 correlation value obtained is 963. Therefore, the hypothesis is accepted and the suitability of the product of the demands and customer needs customer satisfaction for the services and there is a significant explicit relationship and a positive correlation coefficient with respect to this impact will be positive. “Between the time of receiving the goods with satisfied customers outside the service organization and there is a significant positive relationship."948. The correlation value obtained is greater than 0.05 so this hypothesis is accepted and between the times of receiving the goods with satisfied customers to the service organization and there is a significant positive relationship and given the positive correlation coefficient of this impact will be positive. Offers

1. Create a single inspection of the unit in order to improve the performance of the officials and employees to the company in terms of speed, discipline, promotion work and a system of transparency, task oriented and sensitivity in the maintenance and use of the property and cost savings as well as the prevention of corruption and fulfill managerial and technical inspection and administrative and financial health It with continuous and comprehensive inspections also surrounded himself with the affairs of the various areas to provide constructive solutions to optimize the portfolio and meet and at the same time procedures or reducing problems with close collaboration with the complaints of the verify the accountability the plaintiffs have filed out to discover the facts to answer. 2. The establishment of this unit to improve performance evaluation and promotion of quality assurance systems and services and telecommunication equipment and also with scheduled visits to the units and telecommunications equipment, and Customer and applicants and monitor the correct implementation of standards of precision and conform to regulatory forms of the annual performance evaluation of all the units of action and the results of corrective actions necessary to superiors, and the authorities the relevant departments of reflect. 3. The creation of this unit in order to respond to customer complaints and customer satisfaction while receiving complaints and views, subscribers, employees and citizens in person and via the portal's Telecommunication Company of Tehran obtaining answers and to be aware of the plaintiffs had. 4. Speed up the Internet and prevent its definitive. 5. Strengthening optical ports and install anti tapping in light Kafo.

References A. G. Moreno , A. Padilla-Meléndez, (2011). Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors, International Journal of Information Management, 31, 444-427 . Customer site (www.moshtarimadari.com) Haj Abbas Ali Karimi, Vahid Maleki was born, Jmalyh Bastami Behtash, "The relationship between service quality and customer loyalty in the face of commercial service organizations' management perspective, 2009, 32, 47_29 Hussain Rahim, Al Nasser Amjad, Hussain Yomna, "Service quality and customersatisfaction of a UAE-based airline: An empirical investigation", Journal of AirTransport Management, 2014,3, 1-9. Mousavi, Mustafa. Future management, marketing specialist magazine, No. 49, page 47, 2005. S. San-Martín, N.H. Jiménez, , B. López-Catalán. (2015). The firms benefits of mobile CRM from the relationship marketing approach and the TOE model, No. of Pages 12. Sajjadi, Ali Akbar. The role of customer satisfaction in the business (a new quarterly Management), 1998 Sanaei Ali. Marketing and e-commerce (second edition), Esfahan, Isfahan unit SID Publications, 2007 Sin, L. Y. M., Tse, A. C. B., & Yim, F. H. K. (2005). CRM conceptualization and scale development. European Journal of Marketing, 39(11/12), 1264–1290. Site Encyclopedia growth (www.daneshnameh.roshd.ir) Soltani Sadeh , Mustafa. "Analysis of the customer's telecommunications company," Steel Industrial University. 2013 Yahyaei iliyeh, Ahmad. The principles of customer focus, Tehran, Amir Kabir, 2003.

Mohammad Heydari, Master of Business Administration in International Business student orientation, Payame Noor University, International Center of Assaluyeh, Iran. Corresponding Author : E-Mail: [email protected] Hadiseh Abaszadeh, Master of Business Administration in marketing student orientation, Payame Noor University, Unit of Rey, Tehran, Iran. E-Mail: Hadiseh.abaszadeh @yahoo.com Habibollah Danai, PhD in Business Administration and Professor, Payame NoorUniversity, Tehran, Iran. E-Mail: [email protected]

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