The effect of customer relationship management on customer satisfaction and competitive advantage

Abstract

This research has been conducted with the aim of investigating the impact of customer relationship management on customer satisfaction and competitive advantage in two service companies. Therefore, the variables of customer relationship management, customer satisfaction and competitive advantage have been defined according to the research topic. This is an applied research regarding objective and it is descriptive-correlation in term of nature and method. It includes 95 people as statistical population and 76 people as statistical sample. At first, research’s reliability and validity have been studied. Research’s hypotheses have been tested using structural equation modeling techniques with partial least squares approach. The obtained results indicate confirmation of all the hypotheses