A Model to Evaluate "CRM" Using Communicative Approach Between viewpoints of Subscribers, Journalist and Editors In All the Specialized Non-Governmental Journals in Tehran-Iran

Document Type : Research Paper



This research will have five principal outcomes. First, it provides a theoretical explanation for why customer relationship
management (CRM) affects gaining desired outcomes from relationship between customer and service provider. Second, it
provides a more complete evaluation of the role of Information Technology in CRM activities. Third, it develops and
validates a number of measurement scales which are required for testing the proposed conceptual model. Forth, by studying
CRM on the basis of communicative approach, it reinforces explanatory and interpretative ability of Marketing
Communication Theory, and finally, this study is highly valuable because it provides experimental evidence on value of
CRM to organizational managers and experts, and provides a collection of customer-oriented criteria and measures, which
enable managers to identify roots of failed measures. Thus, this project seeks to provide a model to evaluate CRM based on
Communicative Approach. Statistical population in this research includes all journalists and editors of non-governmental
specialized journals in city of Tehran as well as subscribers of these journals. Given the two statistical populations were
limited and large, multistage sampling method was used. Descriptive-survey research method was used, and conceptual
model was tested using structural equations modeling and confirmatory factor analysis with the aid of Lisrel software.
Considering the obtained results, all hypotheses of this research were approved for both statistical populations, and by
comparing the results of evaluation of conceptual model on the two statistical populations, one can find out that the levels of
impact of model’s variables on each other is approximately higher among editors and journalists compared with subscribers,
which suggests that views of editors and journalists of non-governmental specialized journals of Tehran are more consistent
with relations governing components of this model, compared with those of subscribers.