Investigating Customer Relationship Management Based on the Knowledge of Customer Response and Providing a Model to Increase Sales: A Case Study of the Branches of Tarma Café-Museum

The purpose of this study was to investigate the effect of customer relationship management on customer responses (including responses to price, brand preference, brand development and purchase intention) at Tarma Café-Museum and to present a suitable model according to the results of the research. Twelve hypotheses were investigated in this study. The research is applied in terms of its purpose and descriptive-causal in terms of data collection. The statistical population of the research included the customers of Tarma Café-Museum in the city of Shoushtar. The number of customers was uncertain and unlimited. The sample size was, hence, determined to be 386 using the Cochran formula. They were selected by a non-random sampling method. The data gathering tool was a questionnaire whose reliability was measured by Cronbach's alpha, and its validity was measured by convergent and divergent validity. The data were analyzed using the SPSS and PLS software programs as well as descriptive and inferential tests including Normality Test and Structural Equation Modeling. The results of the structural equation model test showed that all the three aspects of customer relationship management, namely customer service, customer support, and marketing support have positive and significant effects on the four dimensions of consumer reaction, including the tendency to pay higher prices, the attitude toward brand development, brand preference and intent to purchase.