Document Type : Research Paper


Department of management, Central Branch, Islamic Azad University, Tehran, Iran


CRM or customer relationship management is a continuous process consisting of creating and applying knowledge and market intelligence to establish and maintain the relationships with customers that have the most efficiency. The customer relationship management (CRM) software is an important application in e-commerce. The concept of customer relationship management has come into the consideration in today's world. Nowadays, the organizations put their customers in the heart of all their activities, and their marketing and sales strategies are being revised based on this. On the other hand, it should be kept in mind that the most crucial concern of all today firms and enterprises can be recognized as how to communicate with the customers and the customer relationship management. Today's organizations consider themselves committed to provide the bests for their customers, and the goal of customer relationship management is to develop permanent and long-term dependencies between company and customers. Sometimes even the CRM is known as a customer-oriented strategy that deals with the most valuable assets of a business, which are the customers. Two important influencing factors on the performance of customer relationship management include the customer' profile and the customer participation.