Entrepreneurial intelligence: a mediating role in the relationship between CRM and organizational performance
Subject Areas : Intellectual ownership and management of intangible assets
alireza zamanian
1
,
maryam hafezian
2
*
,
mohsen hafezian
3
1 - Payame Noor University, PO Box 3697-19395, Tehran, Iran
2 - Assistant Professor - Islamic Azad University, Bojnourd Branch
3 - Adib Mazandaran Higher Education Institute, Sari, Iran
Keywords: Organizational Performance, CRM, Entrepreneurial Intelligence, Municipality,
Abstract :
Customer relationship management is a strategic concept that creates customer loyalty, satisfaction, retention and profitability for the organization. Many studies also emphasize the effect of entrepreneurial intelligence on financial and economic intelligence. In this regard, the present study explained the relationship between customer relationship management and entrepreneurial intelligence mediation on the performance of the organization in the managers and employees of the cultural department of Sari Municipality. The present research method is descriptive and in the form of a causal model examined the relationships between variables. The statistical population of the present study is 270 employees of the cultural sector municipality and its affiliated organizations from which 150 questionnaires were collected through random sampling. Data collection tools were the standard Customer Relationship Management Questionnaire (2005), the Kaplan and Norton Organizational Performance Questionnaire (2001) and the Entrepreneurial Entrepreneurship Questionnaire. The method of data collection was field and content validity method was used to validate the questions and Cronbach's alpha method was used to measure the reliability of the variables. Then, the data were analyzed using AMOS software version 24 and structural equation model. Finally, the results confirmed all research hypotheses. Employee entrepreneurial intelligence mediation in the impact of customer relationship management and organizational performance was confirmed and focus on key customers is the most influential component of customer relationship management on organizational performance. Organizational CRM, technology-based CRM and knowledge management came in next.
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