Exploring the Current and the Desired Situation of Customer Relationship Management System (CRM) In Shahid Rajaie Port

The present study aims to explore the current and the desired situation of customer relationship management system (CRM) in Shahid Rajaie Port. The research methodology of the project fromPurpose of the study point of view is applied research, from the point of time horizon is crosssectional and from point of data collection is a descriptive study and correlational method was used as the design of the study. The target population of the study includes all officers andmanagers working in General Directorate of Ports and Maritime of Hormozgan – Shahid RajaiePort- who are reported as 27 managers and 302 officers. By using Morgan and Krejcie Sample size table, a sample of 180 officers were selected by simple random sampling and considering thelimited number of the managers, all of them were considered as the sample of the study. For thepurpose of data collection, a researcher made questionnaire was used. The validity of the questionnaires was evaluated through content and construct validity and reliability of the surveywas explored through pilot study of 30 people and the calculated Cronbach Alpha was 0.97. Fordata analysis, descriptive statistic including frequency and percentage tables, line chart of Means, central tendency indicators: standard deviation, skewness and kurtosis; and inferential statisticsincluding paired Sample t-test, one way ANOVA, and path analysis test were used. The findingsof the study indicate that according to the officers and managers, the factors of vision and strategy, processes, organizational structure, information technology, knowledge management,change and customer satisfaction are the indexes for measuring CRM and play a significant rolein the success of CRM. Accordingly to have an ideal CRM system should focus on operating procedure (culture and people) more and consider this factor as the first priority which affects CRM more than other factors.

Keywords:

Customer Relationship Management (CRM) , Shahid Rajaie Port