Study the Effect of Different Aspects of Customer Relationship Management (CRM) on Innovation Capabilities with Mediator Role of Knowledge Management (Case Study: Mahram Company)

Abstract

Research purpose: the purpose of this research is to study the effects of different aspects of customer relationship management (CRM) on innovation capabilities with mediator role of knowledge management variable. Five aspects of customer relationship management are sharing the information, participation with customer, long time cooperation, solving the problems jointly, technology-based customer relationship management and five aspects of innovation capabilities are product innovation, process innovation, administrative and marketing innovation and services, and also with regard to knowledge management role in collecting, keeping and dissemination of knowledge for managers as moderator or mediator variable has been included in the model and developed. Research methodology: for validation of suggested model, 140 questionnaires including 68 items were distributed among the personnel and staff of Mahram factory and also the managers and supervisors and all the retailers of Mahram products in all Iran branches and to investigate the research hypotheses, multiple Regression analysis was applied with using of spss software that direct and indirect effects of independent and mediator variables on dependent ones were measured and also model fitness was assessed by Lizerl software. Findings: with regard to rout analysis and total beta measurement for research variables, it was turned out all aspects of customer relationship management and knowledge management has a positive and meaningful effect on innovation kinds in Mahram Company. Practical implication: with regard to research findings, customers management knowledge which has been collected by customer relationship management tools is one of the most important sources of the company to achieve innovation capabilities and consequently competitive advantage over competitors that this important issue demands special regard of managers to develop the substructures of customer relationship management and knowledge management in the field of technologies so that through it information and knowledge of customers could be used in the best manner and relevant information could be given to them and through holding meetings and seminars and inviting the important and old customers and proposing common problems and cooperation with them, the customers ideas, opinions and designs about organizational innovation improvement, designing and developing new processes and better services and their opinions in products pricing could be used.

DOI: 10.5901/mjss.2015.v6n6s6p343