Investigating the Purposefulness of Relational Marketing on Customer Management in Companies

Customer relationship management is a strategic necessity in all organizations, the effective implementation of which can increase customer satisfaction, loyalty, and attract them, resulting in more sales and repeat purchases. However, the implementation of CRM is not always accompanied by the expected results because the attitude of many organizations towards CRM is from a technological viewpoint. Therefore, managers of organizations have paid special attention to find out the factors that create success in CRM since identifying these key elements can help organizations to implement it more successfully. The process of identifying factors influencing the successful implementation of CRM should be based on several criteria and components. By changing the paradigm from product-oriented to customer-oriented and given that in today's competitive environment, the use of traditional marketing methods has created many limitations for organizations, customer relationship management to create a special relationship with customers and create value. It is mostly provided for organizations. In the past, customers expected timely delivery, good quality, and cheap goods and services from manufacturers. Business was mostly relationship-oriented and middlemen were powerful in the distribution chain. With the wide distribution of products, the main competition was on maintaining the service and product development to the customer and facilitating the customer's purchase, not maintaining the relationship with the existing customers. However today, organizations operate in a dynamic and complex environment, the competition between organizations has increased, the life cycle of products has decreased, and the life cycle of organizations is reaching its decline stage faster.