ANALYSIS OF CUSTOMER ORIENTATION IN IRAN’S AUTOMOTIVE INDUSTRY; (CASE STUDY: SAIPA COMPANY, TEHRAN)

Abstract

Nowadays, with the advance of information technology, modern systems have been generated which can help organizations in the reduction of internal costs, creating a better interaction with the environment and finally in gaining profits. One of these tools is
“customer relationship management”. Customer relationship management is a term which has been defined for the description of the manner of interaction with customers and the management of activities done for the establishment of a stable and effective relationship with the customer. The logic of customer relationship management is monitoring and managing the entire process of customer services. It’s very important to consider customer relationship management as a system which outlines the ways of working with our customers, solving their problems, encouraging them to buy the products and services of our company and having financial transactions with them. In other words, CRM which is an acronym for customer relationship management includes all aspects of relations and interactions with customers and users. However, it should be noted that customer relationship is not limited to
commercial organizations, so its equivalent terms can be stated as clientele (customer), service (marketing), tribute plan of clientele (customer relationship management) and legitimacy & survival (profitability) in public organizations and also as service receiver
(customer) and providing services (commodity) in service institutions.