Effects Related To Information Processing and the Use of Technology on Customer Relationship Management

In service organizations such as insurance, the customer relationship management, in which customer is considered as a part of the provided service during providing service, is more sensitive. The objectives of this paper were to investigate the effect of relational information process and the use of technology in Customer Relationship Management (CRM) in an insurance company. The sample of this study consisted of 344 people from among the employees and managers of Iran Insurance Company at branches of Tehran Province; data analysis was performed using SPSS Software. There was a positive and significant relationship was found among orientation variables of customer relationship, relational information process, using CRM technology, customer-oriented management system, and the intensity of competitiveness and dynamics of the environment. There was the highest coefficient correlation between the intensity of competitiveness and customer relationship performance (r=0.157 p=0.003) and the lowest coefficient correlation was between the use of customer relationship management and customer relationship performance (R=0.157 p=0.003). According to the impact of relational information process and using technology on customer relationship management, this paper has determined that using up-to-date and comprehensive information of the insurer and using CRM technology result in an increase in the insurer and the insured relationship.