Studying Effect of Customer Relationship Management (CRM) System on Attracting Customer Satisfaction Case Study: Teacher Insurance Company in Isfahan Province

Abstract

Background: the present survey was conducted to determine “effect of customer relationship management system on attracting customer satisfaction with regard to teacher insurance company in Isfahan province".

Methodology: This survey was conducted using descriptive-field study. Statistical population of the present survey included all of the customers of teacher insurance comany in Isfahan province in which cluster random sampling method was used. The sample volume was estimated equal to 185 persons. Data analysis has been done through SPSS software and statistical tests such as: one-variable t, independent t, one-sided variance analysis and Hoteling t².

Findings: Research results revealed that customers' satisfaction was more than average level in terms of all four-fold factors (four standards to be measured) including manner of responding, quality of services, and electronic services and it is at the average level about cost of services.

Conclusion: this private company has been able to implement this system through developing of its skills and proficiencies in the field of offering services effectively. This issue is due to paying attention to customers and establishment of personal relations with them in order to provide their needs and desires.

Key words: Customer, Customer Relationship Management, Services, Quality of Services