rozitta chittaie - Department of Executive management, Science and Research Branch, Islamic Azad University, Ardabil, Iran

Changes in the current competitive environment, increasing simplicity of penetratinginto thecompetitive market, and rapid growth of information technology are of motives for performing activities in such an environment (69). Pursuing the objective of improving customer relationship,some companies, today, step intorapid and instant development of their markets (44). Thesecompanies, adopting customer relationship management systems, can earn and retain their customers' loyalty. Consequently, designing customer relationship management strategies can lead to market protection, customer value increase, and greater customer satisfaction opportunities for continuous promotion of the enterprise (43). Accordingly, regarding the complexity and the variety of strategies associated with managing a business, information-related capability seems to be a vital and essential capability for earning profit from companies' activities and competition with peers (69). Hence, information and relations are employed for managing the firms as vital tools for seizing opportunities and tackling future issues. Given the information only employed to support a company’s performance making crucial decision about surrounding environment, increasing competitive ability of the enterprise will be extremely difficult for the company (68). Moreover, since increase of competitive ability is accompanied by making greater profit for trade, methods of raising competitive ability is an interesting and critical issue. Therefore, fostering unity in the interrelated sectors through information technology, cost reduction, and development of low-level relations with customers, companies can achieve greater profitability (69).

relationship management, business strategy, customer, customer relationship management capability