Assessing the Impact of organizational culture on customer relationship management (CRM) through job Attitudes and innovation in Zamyad Co.

Customer relationship management is among concepts which recently have attracted attention from academicians and business professionals. Organizations have recognized that customers are among their most important assets and therefore view customer relationship as a profitable interaction which requires appropriate management. Of course implementing an organizational technology such as CRM requires changes in organizational culture. In addition the type of organizational culture could have significant impact on employees’ attitude and behavior. The purpose of this study is to identify the impact of organizational culture on CRM through mediating roles of job attitude and innovation in Zamyad Company. This study is an applied research and the research design is descriptive-correlation. Data were collected through questionnaires. The sample size is 123 persons, including the company's managers and experts. The results indicate that organizational culture has an indirect impact on CRM performance through mediating roles of job attitude and innovation.