This paper is aimed to examine the effect of electronic customer relationship management (E-CRM) on
customers' satisfaction of Fars Petroleum Company. So, the nature of research is applied and the method of data analysis
are in type of correlation and Freidman Test. Customers' Statistical society of this company is taken into account and 170
persons selected for statistical sample. The information gathering instruments constitute of researcher's questionnaire
which is draw up based on e-CRM principles and customers' satisfaction, and its validity and reliability is confirmed by
scientific methods. Reliability of questionnaire is confirmed by Cronbach’s Coefficient Alpha in 0.876. The results show
that there is a positive relationship between satisfaction factors obtained by the mixed Model of Kano and gap analysis
(basic, performance and attractive quality)on customers' satisfaction of Fars Petroleum Company.
کلید واژگان :
e-CRM, Customer satisfaction, loyalty, e-CRM management, Electroninc (e
