The effect of customer relationship management dimensions on customer satisfaction with the moderating role of employee empowerment in customer relationship

The main goal of this research was to know the impact of customer relationship management dimensions on customer satisfaction with the moderating role of empowering employees in customer relations in the Farhangian Consumer Cooperative Union of Mazandaran province. The research method in this study was a survey type. The sample size for the cooperative company was 140 and for the customers, 384 male and female employees and customers were randomly selected based on Cochran's table. In order to collect data, five questionnaires were used to measure the dimensions of customer relationship management, an employee empowerment questionnaire, and a customer satisfaction questionnaire based on the researchers' previous research, whose reliability and validity have been re-evaluated and confirmed. The results of the research showed that the structure of customer relationship management, knowledge management and customer relationship management technology did not have a positive and significant effect on customer satisfaction in this cooperative, but customer orientation strategy and operational excellence strategy had a positive and significant effect on customer satisfaction. It was also found that empowering employees in relation to customers has a positive moderating role on the effect of all dimensions of customer relationship management on customer satisfaction.