A Model to Evaluate "CRM" Using Communicative ApproachBetween viewpoints of Subscribers, Journalist and Editors In All theSpecialized Non-Governmental Journals in Tehran-Iran

This research will have five principal outcomes. First, it provides a theoretical explanation for why customer relationshipmanagement (CRM) affects gaining desired outcomes from relationship between customer and service provider. Second, itprovides a more complete evaluation of the role of Information Technology in CRM activities. Third, it develops andvalidates a number of measurement scales which are required for testing the proposed conceptual model. Forth, by studyingCRM on the basis of communicative approach, it reinforces explanatory and interpretative ability of MarketingCommunication Theory, and finally, this study is highly valuable because it provides experimental evidence on value ofCRM to organizational managers and experts, and provides a collection of customer-oriented criteria and measures, whichenable managers to identify roots of failed measures. Thus, this project seeks to provide a model to evaluate CRM based onCommunicative Approach. Statistical population in this research includes all journalists and editors of non-governmentalspecialized journals in city of Tehran as well as subscribers of these journals. Given the two statistical populations werelimited and large, multistage sampling method was used. Descriptive-survey research method was used, and conceptualmodel was tested using structural equations modeling and confirmatory factor analysis with the aid of Lisrel software.Considering the obtained results, all hypotheses of this research were approved for both statistical populations, and bycomparing the results of evaluation of conceptual model on the two statistical populations, one can find out that the levels ofimpact of model’s variables on each other is approximately higher among editors and journalists compared with subscribers,which suggests that views of editors and journalists of non-governmental specialized journals of Tehran are more consistentwith relations governing components of this model, compared with those of subscribers.