Abstract

Changes in the current competitive e environment, increasing simplicity of penetrating into the
competitive market, and rapid grow wth of information technology are of motives for pe erforming
activities in such an environment (6 69). Pursuing the objective of improving customer relaationship, some companies, today, step into rapid and instant development of their markets (44 4). These companies, adopting customer relatio onship management systems, can earn and retain their c customers loyalty. Consequently, designing cus stomer relationship management strategies can lead t to market protection, customer value increase, and greater customer satisfaction opportunities for co ontinuous promotion of the enterprise (43). Acccordingly, regarding the complexity and the variety of strategies associated with managing a business, , information-related capability seems to be a vital and d essential capability for earning profit from ccompanies activities and competition with peers (69)). Hence, information and relations are employe ed for managing the firms as vital tools for seizing opp portunities and tackling future issues. Given the iinformation only employed to support a company’s per rformance making crucial decision about surrrounding environment, increasing competitive abilityy of the enterprise will be extremely difficult for the company (68). Moreover, since increase of co ompetitive ability is accompanied by making gre eater profit for trade, methods of raising competitive abiility is an interesting and critical issue. Thereforre, fostering unity in the interrelated sectors through infformation technology, cost reduction, and deve elopment of low-level relations with customers, compaanies can achieve greater profitability (69).