ارش قنبري

The present study was conducted with the aim of investigating the effect of customer relationship management on customer perceived value in the cellulose industry. The present research method is applied in terms of purpose; an‎d the implementation method is descriptive-survey. The statistical population of this study includes all customers of Zarrin Roya Company. Given the unlimited size of the population an‎d the uncertainty of the exact number of customers, the sample size was determined based on the Morgan table an‎d 384 people were considered as a statistical sample. In the present study, two library an‎d field methods were used to collect information. In the library studies section, information related to the theoretical foundations of the research was extracted from books, specialized journals, academic theses an‎d reputable sites, an‎d in the field section, a questionnaire method was used to collect data. To collect data, the Customer Relationship Management Questionnaire of Scanlan et al. (2009) with 14 questions, the Customer Perceived Value Questionnaire of Agrawal an‎d Rahman (2019) with 15 items, the Customer Loyalty Questionnaire of Ran‎dell Till (2005) with 26 items, an‎d the Value Questionnaire of Rodriguez et al. (2016) with 26 items were used. For data analysis, statistical methods including descriptive statistics to examine the characteristics of the statistical sample, an‎d structural equation modeling (SEM) using Smart PLS software were used. Also, tests related to the validity an‎d reliability of the data collection tool such as Cronbachʹs alpha, composite reliability, an‎d model fit indices were performed. These methods have made it possible to examine the relationships between variables an‎d test the research hypotheses. The results of statistical data analysis in the fourth chapter showed. The results showed that the hypothesis “Customer loyalty affects customer perceived value in the cellulose industry” is positively an‎d significantly confirmed. The hypothesis “Digital interaction affects customer perceived value in the cellulose industry” is very strongly an‎d significantly confirmed. The hypothesis “Customer relationship management affects customer loyalty in the cellulose industry” is significantly an‎d positively confirmed. The hypothesis “Customer relationship management affects digital interaction in the cellulose industry” is strongly an‎d significantly confirmed. The hypothesis “Customer relationship management affects customer perceived value in the cellulose industry” is strongly an‎d significantly confirmed. This research will be useful for cellulose industry companies, green product manufacturers, digital marketers, sales managers, an‎d government policymakers. Manufacturing companies can use the research findings to develop more effective communications an‎d more optimal marketing strategies to attract an‎d retain their customers. Digital marketers can also improve the methods of online an‎d digital interaction with customers. In addition, policymakers an‎d environmental activists can use the research results to encourage the consumption of sustainable products an‎d formulate supportive regulations. This study is the first to comprehensively an‎d synthetically examine the impact of customer relationship management (CRM) on customer perceived value in the cellulose industry. While the research background shows that several studies have been conducted on CRM an‎d customer perceived value, the present study, adopting a novel approach, examines several key variables, including digital engagement an‎d customer loyalty, within an integrated conceptual framework. This study also analyzes the role of social networks an‎d digital technologies in improving customer communication an‎d increasing customer perceived value in the cellulose industry, which has been less addressed in previous studies.

مديريت ارتباط با مشتري , ارزش درك‌شده مشتري , تعامل ديجيتال , وفاداري مشتري , صنايع سلولزي , بازاريابي ديجيتال

Customer Relationship Management , Customer Perceived Value , Digital Engagement , Customer Loyalty , Cellulose Industry , Digital Marketing

Arash Ghanbari

Yaser Sobhanifard