The effect of using customer relationship management system on Customer Satisfaction in Mashhad Electricity Distribution Company

Customer Relationship Management is a marketing strategy that involve the integration of all activities related to customers and one of the main aims are to increase the level of customer satisfaction. The aim of this study was to investigate the effect of using customer relationship management system (CRM) on customer satisfaction in Mashhad Electricity Distribution Company. The study was practical and the research method was Survey and. Statistical population of the study was composed of customers of Mashhad Electricity Distribution Company. 200 people were chosen among them by using convenience sampling. The gathering data tool was questionnaire and construct validity of the questionnaire has been approved after using factor analysis, also the reliability of the questionnaire tested and approved by Alpha-Cronbach’s Method. Multiple Regression method has been used for the data analysis. The research findings indicate that information Technology (IT) as a moderator have a positive impact on the trust and quality of service that will ultimately lead to more customer's satisfaction of the Mashhad Electricity Distribution Company.