the role of factors affecting the success of customer relationship management strategy in car dealerships in guilan province

paying attention to customers is necessary for continuing operation in competitive markets today. through customers’ satisfaction, organizations can reduce production costs and increase their revenues. customer relationship management can help the managers and organizations with establishing a constructive relationship with customers and maintaining them. therefore, developing and deploying an effective customer relationship management system is one of the necessities of today's organizations. in this study, the factors affecting the success of customer relationship management strategy in car dealerships in guilan province has been investigated. the findings indicate that knowledge management, organizational variables, interactions quality, and technology have a direct relationship with the success of crm strategy in the dealerships, while the experience of using the crm system does not necessarily lead to success of crm strategy.