The role of customer relationship management in improving customer satisfaction in organizations: An exploratory study by Zain Iraq

Abstract

The examination of how Customer Relationship Management contributes to the attainment of customer satisfaction within a specific organization is referred to as the “Zain Iraq Survey Study” which was conducted to analyze the factors that influence customer satisfaction. This entailed conducting a customer survey and analyzing the data to determine the main factors affecting customer satisfaction at Zain Iraq. These factors may include service quality, responsiveness, communication, trust, professionalism, etc. Possible improvements in CRM can be identified. These improvements may include developing better policies and procedures, improving customer communication and interaction, and training employees to provide quality services. The personal information questionnaire consisted of two primary sections, encompassing a total of 30 items that were divided among various axes and dimensions. To ensure accuracy and reliability, the descriptive survey method was selected as the most suitable approach for this study. The statistical analysis procedures employed for analyzing the questionnaire involved the utilization of SPSS Ver. 27. The researcher came to the main conclusion that Customer Relationship Management has an ethical and positive impact on customer satisfaction and based on these results, he made several recommendations, the most important of which are:The company must be prepared to communicate with customers regularly and effectively. To effectively engage with customers and gain insight into their concerns and requirements, you have the option to employ diverse communication channels such as email, text messages, and social media.