An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry

Rezaei, S.; Alikhani, A.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 2 pp. 273-276 , 2014

An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry Pages 273-276 Download PDF

Authors: Somayeh Rezaei, Ali Alikhani

Keywords: Business intelligence, CRM, Customer satisfaction

Abstract: This paper performs an empirical investigation on employees’ business intelligence and customer relationship management and their effects on customer satisfaction. The proposed study has been implemented among 625 people, 240 sales representative and 385 regular customers, who are involved with products of an Iranian automaker named Iran Khodro. The proposed study designs three questionnaires in Likert scale for business intelligence, customer relationship management and customer satisfaction and Cronbach alpha have been calculated for these three questionnaires as 0.85, 0.84 and 0.78, respectively. The study distributes the questionnaires among groups, employees as well as customers, and using one-way t-student test as well as regression technique the study finds that business intelligence and customer relationship management are within an acceptable limit (P & LT; 0.01) and they positively influence on customers’ satisfaction (P & LT; 0.01).

How to cite this paper

 Rezaei, S & Alikhani, A. (2014). An assessment on employees’ business intelligence and CRM on customer satisfaction: A case study of Auto industry.Management Science Letters , 4(2), 273-276.

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