INTERNATIONAL JOURNAL OF HUMANITIES AND CULTURAL STUDIES ISSN

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1 The effect of entrepreneurial on business performance with regard to the role of Customer Relationship Management (Case Study: Ghavamin Bank city of Kermanshah) Tahere Rahimi Ghazikalaye * Department of Industrial Management, Tehran University, Iran *Corresponding Author: t.rahimi60@gmail.com Fateme Roshani Department of Industrial Management, Alame Tabatabaei University, Tehran, Iran Abstract Resource-based approach, regard the organization's performance as a function of its resources and capabilities. Among organizational resources, organizational knowledge is considered as the most important. Organizational learning and achieving innovative gains and the entrepreneurial is via external knowledge. This study seeks to examine the impact of customer relationship management (CRM) on entrepreneurial and organizational performance is Ghavamin Bank and its branches in the city of Kermanshah. The aim of this study is applicable and in terms of methodology, is the descriptive survey. The study population consisted of 160 managers and experts of Ghavamin banks in the city of Kermanshah. A sample of 113 people from the city of Kermanshah was examined. The instrument used for gathering data was a questionnaire. Professors and experts confirmed the validity of the questionnaire and Cronbach's alpha for the whole questionnaire is 0/889. The data was analyzed using Spss-22 software and were analyzed LIZREL. Statistical analysis and structural equation is used from statistical methods. The results showed a significant positive impact on: the infrastructure ability variable on the quality of customer information, customer- variable on the quality of customer information, the variable of customer information quality on customer relationship management, customer relationship management on entrepreneurship variable, the variable of customer relationship management on the business performance and at the end entrepreneurial on business performance. Keywords: Entrepreneurship, customer relationship management, customer information quality, infrastructure functionality, organization performance, Ghavamin Bank. Page 1379

2 Introduction Employees of any organization undertake the process of transferring knowledge and knowledge transfer paved the way for a new attitude that associated with the entrepreneurial of all staffs. Organizations with their enterprises in the line of motivating the staffs, which leads to their abilities development, can affect their behavior and have more effects on creating and developing learning and information transformation in the organization (Cohen, Levintal, 1990). Organizations gain a significant part of their knowledge from outside sources. Professors, consultants, suppliers, customers all carriers of knowledge; they have the information and capabilities which do not necessarily work within the organization. Including external knowledge sources, are company's beneficiaries, which usually include customers, suppliers, owners, employees / staff representatives, politicians, media leaders, experts and the public. The creation of channels to enter stakeholders knowledge is an important factor in the acquisition of knowledge. Each beneficiary group can be of great importance but most importantly is lots of customer knowledge. The firms must have access to knowledge and beliefs of customers. Von Hippel, has shown that in the process industry today, customers ideas is the main source of innovation for firms (Probst et al., 1385, 153). In this regard, in order to accelerate the speed of learning, information technology tools are used to enhance the flow of information through it and be prepared to meet present demands. IT tools can transfer the knowledge from functional groups to the top managers without any medium, and transfer top managers decisions and knowledge quickly to functional groups. This follow of information increase learning speed and reinforce the learning within the organizations (Shafiee Nickabadi, Zameni Kojaste, 2015). In recent years, the term, customer relationship management, in marketing, information technology etc. is highly regarded. This issue has become the top priority to the companies seeking competitive advantage in the current economy. While in the past serve the customer in terms of priority in organizations, did not have a high rank. Organizations today put the customers at the center of all their activities, and accordingly deals revise marketing strategies and their sales (Torabi Rad & Rahnavard, 2014). Organizations compete with each other based on their knowledge (Karina & Heine, 2003). Organizations, to participate effectively in today's complex business environment, need to gain competitive advantage and sustainable performance for survival and meeting the needs of their beneficiaries. Among the organization resources, knowledge is considered as the most important ones. Outside the organizational boundaries, there are sources of knowledge that organizations can use them to develop their competitive capabilities or create new functionality (Haji Karim and Hajipour, 2008). The importance of entrepreneurship in today's economy is no secret. In the line of entrepreneurship growing researches, the most emphasis is on the injection of entrepreneurial spirit into the infrastructure business organization and its compliance with environment. Entrepreneurship is as a branch of entrepreneurship that has received less attention (Moradi et al., 2013). In a research, Terry and colleagues (2012) showed that there is a significant relationship between entrepreneurial and firm performance considering the amount of growth and profit. Page 1380

3 The concept of customer relationship management, which implies the company s trial to create and offer higher value to the clients, is highly developed and this concept is directly related to entrepreneurial (Ismail Pur et al., 2014). Organizations have always deal with a complex environment that is rapidly changing. Entrepreneurial enable the organizations to reaction better and have continues activities in this complexity. This is an important mechanism for effective utilization of external knowledge to gain organizational advantage (Ferreras-Méndez et al., 2015). Gaining competitive advantage necessitate the improvement of offered services. With the discovery of relationship between marketing performance and customer relationship management, different Banks are better-able to realize their weaknesses and consequently understand the needs of its client better and strive to meet them (Taherpour kalantari & Tayebi Tolo, 2010). Customer Relationship Management is the process for collecting data associated with customers to understand customer attributes and applying those features in marketing activities. Customer relationship management is a technology in order to reduce operational costs, increase revenue, increase customer satisfaction, enhance work efficiency with the help of coordination between customers relationship and interact with them, create balance within various sources, development of business processes and increase the level of business (Ashoori, Sharif Khani and Tarokh, 2013). Along with the expansion and steady evolution of the marketing concept, new technologies in this field have taken into existence. One of these techniques, which becomes a hot topic in recent decades among marketing theoricians and marketing researchers, is customer relationship management. The need to create and maintain strong and long-term relationships with customers, the high price of finding new customers than to keep the old ones and the need to focus on key customers as the most important source of profitability, compel the organizations to invest extensively on the customer relationship systems (rast & Zahoorik, 2002). According to the above, the purpose of this study is to find what is the effect of entrepreneurial on the overall performance of business trends? In addition, customer relationship management as organizational capability collects customer information has what effect on the entrepreneurship of organizations? Customer relationship management Infrastructure Capability Client Customer information quality Entrepre neurship orientati on Figure1. Research Conceptual Business performa nce Page 1381

4 Hypothesis H 1: The infrastructure ability has a significant and positive impact on the quality of customer information. H 2: customer has a positive and significant impact on the quality of customer information. H 3: quality of customer data has a positive and significant impact on customer relationship management. H4: Customer Relationship Management has a significant and positive impact on entrepreneurial. H5: Customer relationship management has a significant and positive impact on business performance. H6: entrepreneurial has a positive and significant impact on organizational performance. Research Methodology This study is an applicable research. This research is descriptive survey that explores the relationship between variables. Usually descriptive information is collected through questionnaires, and interviews. In this work, standardized questionnaires were used and reliability was attained by Cranach s alpha. To examine the relationship between variables LISERAL and SPSS software is used. The study population consisted of managers and experts in Kermanshah Ghavamin bank form a total number of 160 individuals. In this study, samples become 113 persons by using Morgan table. Data Collection tools In this study, questionnaires were used to collect data. The questionnaire included five questions based on Likert scale: very high, high, medium, low, very low. Table 1. Classifying questionnaire s items Number of item Variable 1-61 Infrastructure ability Customers The quality of customers information Customers relation management entrepreneurial Business performance After adjusting the questionnaire by faculty and advisors and a specialist in this study, the validity was measured. The overall Cronbach's alpha was 0/889 in the questionnaire that is a very convenient amount. One of the most common methods of determining the reliability of the questionnaire (reliability), is the Cronbach's alpha ". Table 2-3 concerning the reliability of the questionnaire. Page 1382

5 Research findings The descriptive findings show that from the total sample of 113 participants included in this study, 4 female individuals (3.5%) and 109 (96.5%) males response to it. Before the start of statistics, the Kolmogorov-Smirnov test (K-S) in the software SPSS was used to determine the normality of the data, and the results are as follows: Table 2. Kolmogorov-Smirnov test (K-S). the statistical amount of Kolmogorov-Smirnov Infrastructure ability Level of significance Customers The quality of customers information Customer s relation managem ent Entreprene urial Business performance Because the significance level of Kolmogorov-Smirnov test was more than 0.05 for all variables, it can be concluded that normality of variables will be accepted. table 3. Correlation coefficient between variables The quality of customers information Customers Infrastruct ure functionali ty customer relation management Entreprene urial Business performance The results of the Pearson test for measuring the correlation between the variables is in Table 3. Hypotheses are summarized in Table 4. Page 1383

6 Table 4. Summarizing of survey hypotheses Variables The infrastructure ability has a positive impact on the quality of customer information. Customer has a positive impact on the quality of customer information. The quality of customer information has a positive effect on customer relationship management Customer relationship management has a positive impact on entrepreneurial. Customer relationship management has a positive impact on business performance Entrepreneurship has a positive impact on organizational performance Amount of effect The level of significance Hypothesis result 2.1۲ Verified Verified Verified Verified Verified Verified Table 5 shows the fit of model parameters. Table. 5 fit parameters of structural equation model result amount Parameter label chi-square on degree of freedom the error mean root of square approximation Mean root of residual squares Goodness of fit Modified goodness of fit index Normalized fit index (Bentler Bonet) Comparative fit index Incremental fit index RMSEA RMR GFI AGFI NFI CFI IFI According to the results, it is revealed that all the fit indexes of above model are in this domain and thus fit of collected data with the model is desirable. Therefore fit structural equation model is approved. Page 1384

7 Figure 1. SEM In general, for assessing research s designed models the LISREL software is used. To investigate a model especially in comparison with other models in terms of explaining how a set of observed data works well, softened fitness index, fitness increased index, the comparative fit index, the second root of variance estimation error of approximation, fitness index, the improved index goodness of fit, chi-square, mean root of residual squares were used. The standard values of these indicators suggest a suitable fit model compared with other possible models. The amount of IFI, CFI, NFI, and GFI is near 1, or in the other word the research data is accordance with conceptual model. It is because the final model is a proper model in which all the relations have been considered. All the goodness indexes of the final model showed that the model "is acceptable. In order to investigate the relationship between the variables of the infrastructure, the quality of customer information, customers, customer relationship management, entrepreneurial and organization performance a general model is provided. Page 1385

8 General model According to the results, it is revealed that all the fit indexes is in this domain, therefore the fit of collected data with the model is desirable. Therefore fit structural equation model is approved. Discussion and conclusion In the evolving world of today, according to the enhancement of environmental uncertainty, constant changes and many challenges, one of the main strategies that organizations can take to adapt with rapid changes, and survive and live actively is entrepreneurship and becoming an entrepreneur organization. Many organizations have realized the importance and necessity of entrepreneurship, the entrepreneurial in the organization. In fact, this change in strategy is in response to a need that has arisen because of developments and massive threat. Therefore, the society and organization can move forward to development quickly if it uses facing opportunity timely and properly. In institutions such as banks, which interacts with customers and financial and non-financial markets, marketing concepts can improve the performance of these institutions effectively. Market through meeting the expressed needs of customers directly can lead to innovation in products and processes that is a crucial dimension of entrepreneurial. The results showed that customer relationship management effect the entrepreneurial, and entrepreneurial effects the organization performance, in the other hand, capability and customer-oriented infrastructure has a significant positive impact on the quality of the client's information. These results are consistent with prior studies Hejazi and Hosseini (2012), Ju et al. (2012). In general, from the obtained data we can recommend some points, including that banks should try to replace informal and decentralized structures with the traditional structures to increase the entrepreneurial and thus able to respond quickly and appropriately to customers' needs. Therefore, it is suggested to strengthen the entrepreneurial of banks via decreasing the amount of regulation and minimizing the barriers to communication and information exchange, and giving more freedom to the professionals with the use of organic and dynamic structures. Page 1386

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