Developed model of management of successful customer relationship in the context of business intelligence

Use of information systems tools, like business intelligence has created the chance to extract required data from a huge wealth of information. On the other hand, customer relations management in marketing has long been emphasized. Thus, in this study a new step is taken toward organizational success by examining the impact of implementing business intelligence on successful customer relations management. To that end, through review of literature on information research and technology, knowledge management and organizational contexts, inputs and outputs of successful customer relations management and customer-orientation were identified, and accordingly, a conceptual model was developed in the context of business intelligence. Research hypotheses were examined using partial least squares technique and t-value test. Conceptual model results showed that underlying factors in successful customer relations management in the context of business intelligence requires knowledge, facilities, and support from top management, organizational managers’ knowledge, uniformity of data within organization, and software and hardware maturity. According to study results, organizational managers’ knowledge and knowledge facilities have positive and direct impact on successful customer relations management, and uniformity of data within the organization and software maturity have moderate impact, and hardware maturity has relatively direct impact. Also, support from top organizational management and need for knowledge have little impact on successful customer relations management. Based on the above findings, conclusions can be drawn that business intelligence has a positive and direct effect on successful customer relations management, and supporting organizational factors are particularly important, next important factor is knowledge management, and lastly, information technology.