مدیریت ارتباط با مشتریان راهبردی نظام مند برای استقرار دانشگاه خدمت محور
محورهای موضوعی : مدیریت نوآوری های آموزشی
صغری افکانه
1
(گروه علوم تربیتی ،دانشکده علوم تربیتی و مشاوره ، دانشگاه آزاد اسلامی ، رودهن ، ایران)
پریوش جعفری
2
(دانشیار)
کلید واژه: مدیریت ارتباط با مشتریان, دانشگاه خدمت محور, تسهیل کننده های اثربخش خدمت,
چکیده مقاله :
هدف اصلی این پژوهش شناسایی و تعیین مولفه های مدیریت ارتباط با مشتریان در دانشگاهها و مراکز آموزش عالی به منظور ارائه یک مدل مفهومی برای ارائه خدمت و توسعه مبانی نظری آن می باشد . این پژوهش ازنوع پژوهش های کاربردی و روش بکار گرفته شده در آن پیمایشی است ؛ جامعه پژوهش شامل دانشجویان دوره دکتری و اعضای هیات علمی دانشگاههای آزاد اسلامی شهر تهران بوده که از میان آنها 500 نفر از طریق فرمول حجم نمونه منطبق با متغیرهای کمی محاسبه گردید و نمونه ها از طریق روش نمونه گیری تصادفی خوشه ای –طبقه ای انتخاب شدند .ابزار این پژوهش پرسشنامه محقق ساخته ای مشتمل بر 63 گویه بوده و روش تحلیل داده ها با استفاده تکنیک معادلات ساختاری و تحلیل عامل انجام شده است .نتایج و یافته های این پژوهش نشان داد که مقوله ها ی اساسی این پژوهش یعنی تکریم و حفظ حریم مشتریان، ایجاد همدلی و اعتماد به مشتریان ، تسهیل کننده های اثربخش خدمت در وضعیت مطلوبی (نمره 4.6 از میانگین 3) قرار داشته و دیدگاه جامعه آماری این است که برای استقرار خدمت محوری و رسیدن به شرایط مطلوب ،مقوله های مورد اشاره می توانند به عنوان یک مدل مفهومی در ترسیم مدیریت ارتباط با مشتریان (CRM) ، در دانشگاه ها نهادینه شوند.
This study is aimed to identify and determine customer relationship management in universities and higher education centers in order to provide an appropriate conceptual model for service orientation and developing theoretical foundations in this regard .The research is recognized as an applied one and the research method of this study is descriptive survey. Statistical populations of this study are Islamic Azad universities in Tehran. Performing sample size formula based on quantitative variables, the size of sample was calculated. 500 PHD students and faculty members were chosen through random multiple cluster sampling. Research data were collected using questionnaire including 63 items. Data analysis was performed by structural equation modeling and path analysis techniques. The results show that the score of fundamental factors such as Venerate and preserving privacy of customers, Creating empathy and Trust Customers and effective service facilitators, developing and strategic emphasize on service-orientation is in an ideal condition (4.6 out of average 3). Based on the statistical populations' point of view, for deploying service-orientation and reaching to the ideally expected condition; aforementioned factors can be served as an effective conceptual model for improving customer relationship management in order to internalization in the universities.
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