Document Type : Original Article
Authors
1 Assistance Professor of University and Consultant, Department of Management, Farabi Institute of Higher Education, Graduate School of Management, Mehrshahr, Karaj, Iran
2 MSc Administration of Farabi Institute of Higher Education & technical expert of Ministry of Health and Medical Education, Tehran, Iran
3 MSc Administration of Farabi Institute of Higher Education & technical expert of Mapna company, Boshehr, Iran
Abstract
Introduction: Effective and suitable Customer Relations Management is an important subject especially in service organization. Customers’ satisfaction is a critical and important factor for achieving goals in new organizations approach , and organizations have known that to achieve their corporate goals there is no way except making an appropriate relationship with customers and gaining their satisfaction through implementation the Customer Relations Management. However research shows that many of CRM projects (about 60- 70 percent of them) had not succeeded in practice, that different factors influence these unsuccessfulness. The main objective of this study is to determine the main factors that cause failure of the organization is customer relationship management.Methods: In this study, the descriptive section of the questionnaire survey and interviews with managers, consultants and experts of the system (Forty people) is utilized. Also, with help nonparametric methods and statistical analysis using SPSS software and using student T test, factors affecting accuracy was confirmed. The faculty and administration of questionnaire was confirmed by experts and its reliability using alpha Cronbach's 81%, respectively. In this research, monitoring and management system for outreach ministry in 2011 as one of the most comprehensive customer relationship management projects within the health system at the headquarters of the Ministry of Health and Medical Education are examined.Results: Based on the results, it was found that, organizational processes with statistic number 9.067, Technology with statistic number 8.122, Organizational Culture with statistic number 13.259, management with statistic number 8.658 and cost with statistic number 7.964, in Student t test with Error level of 0.05 as main factors in the success of the project in the health sector, are effective.Conclusion: Although variety of factors can influence unsuccessfulness of health CRM projects, this research funding shows identified five factors introduces as key factors.Keywords: Management; Communication; Satisfaction; Health Care Systems.
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