Studying the effect of communicational information process of customer communications management on the customer-based performance
Ali Nikparast, Abdolkarim Gayem
International Journal of Information Studies, Vol. 8, No. 4, 2016.
DOI: 
Link: http://www.dline.info/ijis/fulltext/v8n4/ijisv8n4_3.pdf
Abstract:
The aim of this study was to determine the effect of communicational information process of customer communications management on the customer-based 
performance. The population of this research was all Iran Insurance Company (IIC) customers in Ahvaz that a sample of 353 people was selected by 
simple random sampling. Data collection tool was a questionnaire whose validity was confirmed through face validity (verified by professors and 
experts), convergent validity (verified by examining the average variance extracted (AVE), and discriminant validity (verified by investigating 
transverse loads), and Cronbachâ€™s alpha and combined reliability that was more than 0.70 approved its reliability. Other reliability evaluation 
criterion was factor loadings all of which had a weight greater than 0.40   that showed the reliability of the research tool. In this study, to 
describe demographic information and to describe the status of the study, descriptive statistics (frequency, percentage, mean and mode) with the 
help of SPSS software version 21, and in analytical statistics, partial least squares method with the help of smart PLS software to examine the 
hypotheses were used. The results showed that the process of communicational information of customer relationship management (CICRM) has a positive 
and significant impact on the customer-based profitability performance. Moreover, according to the results of communication orientation, the 
relationship between CICRM and customer-based communicative performance adjusts customer-based profitability performance. According to research 
findings, the process of CICRM has no significant effect customer-based communicative performance (CBCP), and there was no sign of the effect of 
CICRM on customer-based profitability performance (CBPP).