Documentation of Customer Management Processes: Regards for MSCs Performance

This study seeks the role of documentation of customer management processes on MSCs performance. Customer management processes includes: customer acquisition and customer retention that document the process helps sales managers in better planning. The population of the research is firms of industrial state of East Azerbaijan and Fars Provinces. The questionnaire gathered as an email and firm Attending survey، the dataset involved responses from sales and directors of the 127 firms. KMO and Bartlett''s sphericity index for sampling adequacy was used; the results indicate that the number of samples is suitable for factor analysis. Construction validation، so Cronbach''s alpha، Spearman-Brown coefficient and Guttman split-half Coefficient was used to assess questionnaire that results show that the instrument has good validity and reliability. The regression analysis and path analysis have used for analyzing data and testing the research hypothesizes. In accordance with the results of simple linear regression analysis، documentation in compared management practices to facilitate employee and customer relationships for predict of performance has no information relative content. In addition، environmental turbulence has a negative impact on performance. But the results of hierarchical regression analyzes showed that documentation has information valuable content for predict of performance. Finally، the results of article have presented solutions to salesperson and managers، and will help academics to understand the documentation CM processes.