An investigation on relationship between CRM and organizational learning through knowledge management
case study: Tehran travel agency
Mirza Hasan Hoseinia*, Babak Nemati and Nazli Sadeghi
aFacualty Member of Payam Noor University, Department of Accounting and Management, Payam Noor university, Iran, Tehran
bDepartment of Accounting and Management, Payam Noor university, Iran, Damavand
A B S T R A C T
Customer relationship management (CRM) plays essential role on the success of many business units. CRM integrates necessary data from internal and external sources to assist managers and employees for business development. This paper attempts to analyze relationship between CRM, organizational learning, and knowledge management. Research population includes travel agencies in Tehran, Iran and their manager are considered for the purpose of this study. This research has four variables 1 -Successful implementation of KM, 2- Organizational learning, 3- customer orientation, and 4- information share with customers. The preliminary results of this survey indicate that any development of CRM will significantly contribute relative efficiency of this travel agency. The results also indicate that there is a meaningful relationship among components of CRM including organizational learning, and knowledge management in this travel agency.