Special Issue March 2016 INTERNATIONAL JOURNAL OF HUMANITIES AND CULTURAL STUDIES ISSN 2356-5926 http://www.ijhcs.com/index.php/ijhcs/index Page 1000 The Effects of Firm Orientation and Customer Relationship Management on firm Performance Mina Daneshi Moghaddam MSc student, business management department, Yazd branch, Islamic Azad University, Yazd, Iran Zahra Vazife* Assistant professor, school of management and economics, Sistan & Baluchistan University, Iran Abolfazl Davoodi Roknabadi Assistant professor, textile engineering, Yazd branch, Islamic Azad University, Iran * Corresponding Author Email: vazife@mgmt.usb.ac.ir Abstract The present study aims to investigate the effects of firm orientation and customer relationship management on firm performance. Research model is formed by variables such as customer-centric management system, infrastructure capability, customer orientation, customer relationship orientation, customer information quality, customer relationship management capabilities, customer relationship performance, and overall firm performance. Research method is practical regarding research objective and correlational regarding research method. Data were collected randomly from staff and experts of customer relationship management (CRM) departments of four automobile firms in Tehran using questionnaires and survey method which led to 58 acceptable samples. Data were analyzed using SPSS18 software; confirmation of variables and factors inter-relations has been done through confirmatory factor analysis as well as PLS modeling technique and using Smart PLS2 software, while measurement of synchronous, direct, or indirect relationship among variables has been used to test hypotheses. According to the results of the present study, customer-centric management systems affect customer relationship management capabilities and customer relationship performance. There is a significant relationship between infrastructure capability and customer information quality as well as customer relationship performance. The relationship between customer orientation and customer information quality has been confirmed. Findings show that firm's customer relationship orientation affects customer relationship performance as well as firm's overall performance. There is a positive relationship between customer relationship management capabilities and customer relationship performance. Customer information quality affects customer relationship performance and firm's overall performance. The relationship between customer relationship performance and firm's overall performance has been confirmed. Keywords: customer-centric management system, infrastructure capability, customer orientation, customer relationship orientation, customer information quality, customer relationship management capabilities, customer relationship performance, overall firm performance.