The Effect of Customer Relationship Management on Market Performance. Case Study from Science and Technology Park of East Azarbaijan (Iran)

Abstract

Nowadays, customer relationship management is crucial for progress of business. This subject includes cognition and detection of customer`
needs, behaviors and life cycle. Furthermore, it requires information to create value for customers. Customer relationship management is one of
important factors that causes to valuable relationship with customers. In this research, our aim is to identify the influence of customer relationship
management on market performance from different perspectives. These perspectives include manager perspective, customer perspective and
from interest model of communication from customer` perspective. We conducted survey among firms in science and technology park of East
Azarbaijan in Iran. There are positive and significant relationship between customer relationship management and market performance, customer`
commitment, satisfaction and confidence. Our findings state that market-based approach has positive and significant affect on market performance,
customer` loyalty, commitment, satisfaction, confidence.