Explaining Critical Success Factors for CRM Strategy (Case Study: SMEs in Zahedan Industrial City)

This study explains critical success factors (CSFs) for Customer Relationship Management (CRM) strategy in Small and Medium-sized Enterprises (SMEs) located in Zahedan industrial city. Research population consists of industrialists and professionals in Zahedan industrial city. Because of small population size, data obtained by the entire population; i.e. 54 companies. In order to measure variables, two researcher-made questionnaires for CRM strategy and CSFs were used. Form validity and content validity of questionnaires were confirmed by experts and confirmatory factor analysis test, respectively. The reliability of both questionnaires was proved by Cronbach's alpha coefficient which was higher than 0.7. This study is a correlation-type. Structural equation with AMOS 18 software was used to test research hypothesis. Results of path analysis and structural equation modeling indicated appropriate goodness of fit for research model. They also showed that people, process, technology and culture (CSFs) have a significant positive impact on CRM strategies.