Technological Dimension of Customer Relationship Management

The last several years saw the rise of Customer Relationship Management (CRM) as an important business approach. CRM is a widely-implemented strategy for managing a company's interactions with customers, clients and sales prospects. Its objectives are to increase profitability, revenue and customer satisfaction. To achieve CRM, a companywide set of tools, technologies and procedures promote the relationship with the customer to increase sales. Accordingly, the main aim of this paper is to review the technological dimension of CRM (independent variable) on customer satisfaction (dependent variable) and in the context of customer values (mediator variables).The present study is practical, descriptive and is of correlative type. Hence, hypotheses of the study will be analyzed using path analysis test in Structural Equation Modeling (SEM). The population sample of the study is all customers of LG domestic products in Shiraz. Questionnaire to gather information (based on Likert 5 scale multiple-choice) was used. Questionnaire reliability 95 percent and validity study to test content validity was used. In order to analyze the data LISREL 8.5 and SPSS18 software were used. The results showed that the technological dimension of the CRM in the context of customer value (functional value, social value, emotional value and customer perceived sacrifices) is influential on customer satisfaction.