The Impact of Knowledge Management on Organizational Factors and CRM Success

In today competitive environment, knowledge management and learning orientation are important agents in achieving competitive advantage. Also, for achieving these competitive advantages, companies should pay attention to customer and its retention. Customer relationship management is essential and inevitable for companie’s retention in markets. So, customer relationship management and knowledge management are one of strategic tools for all of companies. There are different studies that investigate failure rate in applying customer relationship management strategies. But there is a subject that wasn’t paid attention to it, the influence of this agents with learning orientation on customer relationship management success. Statistical population of this research is managers and employees of eight regions of Telecommunication company of Tehran. Then cluster sampling method was used and 381 sample is determined. After gathering data by questionnaire with five point likert scale, determined data are arranged and entered in spss software, and structural equation modeling method and PLS smart software are used for gaining last model. Results showed that learning orientation had the most influence on customer relationship management success and knowledge sharing and customer relationship management technology had the least influence on organizational variables and at last customer relationship management success.