Investigation of the Effect of Focusing on Customers, Knowledge Management, Organizing Business Processes and Up-to-Date Technologies on Establishment of Customer Relationship Management in Iranian Insurance Firms

Abstract

Today, presence of a strong relationship with customers is among the most important success factors in every
business. So concept of customer relationship management (CRM) meaning organizational efforts to create and
provide customer value has attracted significant attention; thus, the purpose of this paper is to investigate factors
influencing on establishment of customer relationship management in Iranian insurance firms. Totally, 250
questionnaires were distributed to managers and experts of insurance firms of Tehran city, that 230 questionnaires
were used for the final analysis, which the results from analysis of them based on simple linear regression and
Friedman test show that four factors including focusing on key and main customers, paying attention to knowledge
management, organizing business processes and having modern and up-to-date technologies are influential in
establishment of customer relationship management in Iranian Insurance Firms.
Keywords: Customer, Customer relationship management (CRM), Knowledge management, Organizing business
processes, Technologies.