Evaluation the Effect of Implementing Business Intelligence on Customer Relationship Management Success

Today, due to advances in information technology, improving management approaches and expansion of competitive markets, markets are overloaded with excess supply. These conditions have been lead to consider clients as the real rulers of the market. In this economic climate of customer-focused, organizations have to moving from focus on the product to focus on the customers and manage their behavior, in order to provide maximum efficiency for organization and their customers. Therefore, it is important that managers should make good use of the information systems instruments, such as Business Intelligence (BI) to extract desired information form enormous data volumes quickly in order to increase the profits of their organizations. This study has tried to investigate the effect of implementing BI on improving Customer Relationship Management (CRM) in Pars Modir's Research and Scientific Center. To this end,a conceptual model has been formulated that in which information technology, knowledge management and organizational conduciveness towards BI were identified as input factors, while customer orientation was modeled as outcome factor. Our research hypotheses were examined using Partial Least Squares (PLS) technique and T-value statistic. Results supported our research model, showing that all input factors were positively and significantly affected the success of CRM.

کلیدواژه ها:

Business Intelligence (BI) ، Customer Relationship Management (CRM) ، Customer Orientation ، Partial Least Squares (PLS)