Customer Relationship Management (CRM) enables an organization to better
manage relationships with customers, distributors and dealers among
others. CRM is a process to compile information that increases
understanding of how to manage an organizations relationship with its
customers. It can be considered as a process of storing and analyzing
the vast amounts of data produced by sales calls, customer service
centers, and actual purchase etc. Clearly CRM products must be selected
based on the company's need to provide greater value to its customer
base. The CRM has been expanded to include all partners that the company
interacts with and is called Partner Relationship Management (PRM). CRM
start-up teams should consist of IT as well as business unit managers.
In the present study, an attempt has been made to establish
relationships between endogenous variables and exogenous variables
related with functions of CRM.