Causal Model of Excellence in Relationship with Organization's Customers

Due to the high risk and uncertainty of CRM projects, it is necessary to do planning before implementation. Therefore existing and optimal positions must be determined so that the available gap between them would be reduced through suitable investment. In this paper, going over the related literature, CRM critical success factors were extracted and then analyzed using structural equation modeling (SEM). The approved factors were then assigned to different levels of maturity model according to experts’ viewpoints. Finally based on RADAR Logic of EFQM, the model variables were measured in a firm and maturity level of the given firm was determined.