INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS So a new system called “customer relationship management (CRM )” to attract Levine (): CRM is the utilization of customer-related information or knowledge to deliver Today, organizations put their customers on the center of. Abstract: Customer relationship management (CRM) can help organizations manage customer CRM, an integration of information technology and relationship marketing, provides the been the subject of active research in recent years . The study was captured e.g. from a call center representative . From an. Information technology and information systems have a significant for managing the relations among customers and the organization. and IT factors of CRM, and finally we will identify the relations -Seiler, M. and Gray, P. ( ) Database Marketing, Center for Research in Information, technologies.
The main objective of the study to investigate the effect of CRM on the profit of organization in Somali and to explore the CRM important of business in Somali.
Somalia companies have not department of CRM to keep customer satisfaction and luck of Management information system. Customer relationship management system; Profit; Business; Organization View PDF Download PDF Introduction Modern marketing shows for more developing and increase profitability of organization to produce good product, then attractive the whole of customer, the only way to get beneficial customer, marking relationship.
Although the customer was dived two part internal customer and external customer, the internal customer is employee of company so that employee partially is asset of organization because the organization depend on, the organizing must keep morality of their employee if they do not keep the productively become low so that the company must mark policy to improve their employee and motivation then training to increase their talent and skillsthat is double benefit of organization and employee, because they increase their productivity.
External customer is buyers the buyers they buy of organization, so that organization must the collect date relating their customer, in fortunately Somali Company have not management information system that reason was responsible luck of good customer relationship. The researcher justify the amount of profit of this company comes total sales reduce total cost to gain profit of company if the amount of sales was greater than the amount of cost the amount gain we called profit, if the amount of sales is less than the amount of cost we called loss and if they same we called breakeven point means no gain no loss.
Problem Statement These days Somali were come disbar and they marked a lot of investment and increase economy, so they created small business and projects mostly they establish hotel like peach view restaurant they arise level of completion of the business, and also increase high level of customer turnover, furthermore increase customer acquisition, cost and growing customer expectation. There for most of Somali business have not focus on Customer relationship management system and finally the problem of this study seeks to show the relationship between customer relationship management system performances of organizational in Somali business.
Scope of the study The study was exploring the impact Customer relationship management on the profit of organization in Somali. Businesses like Oracle have come up with services and products and keyword Customer relationship management system and profit. Modern marketing shows for more developing and increase profitability of organization to produce good product, then attractive the whole of customer, the only way to get beneficial customer, marking relationship.
The researcher justify the amount of profit of this company comes total sales reduce total cost to gain profit of company if the amount of sales was greater than the amount of cost the amount gain we called profit, if the amount of sales is less than the amount of cost we called loss and if they same we called break- even point means no gain no loss. According to Al-Azzam [ 2 ] he says the customer relationship management First and leading, to form customer-oriented behaviors, organizations have to improve a suitable working environment for service in work.
For example, giving staff with the current tools, and technology, customer satisfaction pursuing and complaints management systems, moving leadership, and right rewards systems can all make these behaviors [ 3 ]. Therefore, the achievement of CRM close depends on the vigorous involvement of the employees in the organization them self [ 4 - 6 ]. Profit According to McMichael et al. Customer relationship management Customer relationship management is based on customer's data and is facilitated by usage of IT.
In fact, CRM is a modern and developed tool for data mining of customer's data which is supported by using of various communication points in system and create comprehensive point of view from customers.
Customer relationship department acts as watcher in a ship.
This watcher enhances quality of products by understanding needs and expectations of consumers and reflecting them to producer. CRM is an example of relationship marketing that aims to retain customers, build lasting relationships, and maximize customer value for the company .
Customer management itself is not a new concept. The development in the mids of customer management techniques using IT termed CRMwith the IT being used to track multiple activities of customers, distinguishes CRM from earlier approaches to customer management . In fact, it can be said IT is necessary and vital factor in CRM but is not sufficient factor and it needs using other tools too. In some enterprises, CRM is only a technology which is caused organizational activity improvements by developing databases and sales automation tools and as well as connecting sales and marketing duties.
The Impact of Customer Relationship Management on Organization Profit of in Somali
This comprehensive strategy strives to achieve knowledge by customer's data collection and analyze them with regarding to customers through effective utilizing of IT and thereby, establish effective relationship with customers and make common customer-oriented culture and eventually conduct organizations in achieving long-term benefits.
CRM is a designed process to collect data related to customers, to grasp features of customers, and to apply those qualities in specific marketing activities . Early in the conceptualization of CRM in the field of marketing, Parvatiyar and Sheth explored the conceptual foundations of CRM based mainly on the relationship marketing concept.
Compared with the relatively simple database marketing approach, CRM requires more complex and company-wide systems . Such programs may be directed at loyalty building, but other uses are also in evidence .
New technologies in supporting of CRM IT advancements have changed different field of marketing and business environment. It helps companies improve the effectiveness of their interaction with customers while at the same time making the interaction intimate through individualization .
Customer analysis in analytical E-CRM includes two major procedures: This is considered as a tool which empowers CRM with utilizing advanced wireless communication tools. This new technology can even allow call centers to contact their customers more frequently to offer new services and improve the relationship between the companies and their customer . Variant functions of IT in CRM From a technological perspective, IT is considered an enabler that allows organizations to foster closer relationships with customers, analyze customer information and provide a coherent view of the customer .
Information recording technology and customer behavior analysis allow to companies to identify 62 Mahdi Bahrami et al. No doubt technology is essential to CRM implementation. Collecting customer data, disseminating, using and integrating them within the firm, requires technology .
Chircu and Kauffman argued that a firm can obtain a sustainable competitive advantage if it uses IT capabilities to exploit specific organizational resources that are unique, difficult, or costly to imitate, and if other firms cannot acquire or build them fast enough . IT systems provide acquisition, storage and accessibility of customer information as well as for its analysis which we hypothesize to be both positively associated with performance [24, 25].
Also IT investments in tangible and intangible effects on the organization that will be important in this mechanism is given in Figure 3. A conceptual model of the effects of IT investment on organizational productivity CRM implementation can be viewed as the integration of strategic customer data utilization into a loyalty scheme through the use of IT.
Hence, the effect of CRM on the organization's productivity, customer satisfaction, trust and loyalty in the hospitals of Isfahan University of Medical Sciences was studied in this research. The estimated sample size was nurses. The adequacy of sample size has been taken using Kaiser—Meyer—Olkin method.
Data collection tools This study is a correlation descriptive research. A researcher-made questionnaire has two main parts.
The Impact of Customer Relationship Management on Organization Profit of in Somali
The first part is based on the functions of CRM and the second part is the variables that CRM have influence on them, the second part of questionnaire consisting of three areas: Organization productivity, customer satisfaction, and customer loyalty and trust.
For confirming the validity of questionnaires, expert judgment methods were used so that the developed questionnaire along with explanations of its vocabulary and concepts was given to 10 university professors, five hospital managers and authorities, and six hospital nurse managers and they were asked to express their opinions in relation to the content, structure and style of wording of the questionnaire and its appearance.
After applying the recommendations and its final confirmation by other experts, the content validity of the questionnaire was ensured. To assess the questionnaire reliability, it was rounded to another pilot group, and reliability and internal. Data analysis Structural equation modeling method was used to analyze the data using SPSS version