An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry
This paper performs an empirical investigation on employees’ business intelligence and customer relationship management and their effects on customer satisfaction. The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with prod...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-02-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2013_402.pdf |
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| _version_ | 1850242494934024192 |
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| author | Somayeh Rezaei Ali Alikhani |
| author_facet | Somayeh Rezaei Ali Alikhani |
| author_sort | Somayeh Rezaei |
| collection | DOAJ |
| description | This paper performs an empirical investigation on employees’ business intelligence and customer relationship management and their effects on customer satisfaction. The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with products of an Iranian automaker named Iran Khodro. The proposed study designs three questionnaires in Likert scale for business intelligence, customer relationship management and customer satisfaction and Cronbach alpha have been calculated for these three questionnaires as 0.85, 0.84 and 0.78, respectively. The study distributes the questionnaires among groups, employees as well as customers, and using one-way t-student test as well as regression technique the study finds that business intelligence and customer relationship management are within an acceptable limit (P< 0.01) and they positively influence on customers’ satisfaction (P < 0.01). |
| format | Article |
| id | doaj-art-b9252f5d2a3b4f54a28285d44db40d01 |
| institution | OA Journals |
| issn | 1923-2934 1923-9343 |
| language | English |
| publishDate | 2014-02-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj-art-b9252f5d2a3b4f54a28285d44db40d012025-08-20T02:00:17ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-02-014227327610.5267/j.msl.2013.12.028An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industrySomayeh RezaeiAli Alikhani This paper performs an empirical investigation on employees’ business intelligence and customer relationship management and their effects on customer satisfaction. The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with products of an Iranian automaker named Iran Khodro. The proposed study designs three questionnaires in Likert scale for business intelligence, customer relationship management and customer satisfaction and Cronbach alpha have been calculated for these three questionnaires as 0.85, 0.84 and 0.78, respectively. The study distributes the questionnaires among groups, employees as well as customers, and using one-way t-student test as well as regression technique the study finds that business intelligence and customer relationship management are within an acceptable limit (P< 0.01) and they positively influence on customers’ satisfaction (P < 0.01).http://www.growingscience.com/msl/Vol4/msl_2013_402.pdfCustomer satisfactionBusiness intelligenceCRM |
| spellingShingle | Somayeh Rezaei Ali Alikhani An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry Management Science Letters Customer satisfaction Business intelligence CRM |
| title | An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry |
| title_full | An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry |
| title_fullStr | An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry |
| title_full_unstemmed | An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry |
| title_short | An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry |
| title_sort | assessment on employees business intelligence and crm on customer satisfaction a case study of auto industry |
| topic | Customer satisfaction Business intelligence CRM |
| url | http://www.growingscience.com/msl/Vol4/msl_2013_402.pdf |
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