ارزیابی اثربخشی مدیریت ارتباط با مشتریان بر اساس سیستم استنتاج فازی(مطالعه موردی)
محورهای موضوعی : مدیریت بازرگانی
هوشنگ تقی زاده
1
(عضو هیات علمی دانشگاه ازاد اسلامی واحد تبریز)
کلید واژه: استنتاج فازی, مدیریت ارتباط با مشتریان, سیستم خبره فازی,
چکیده مقاله :
متناسب ساختن عرضه با نیازمندیجها و ارائه ارزش برتر به مشتریان، از اهداف اصلی مدیریت ارتباط با مشتری (CRM)[1] است و میزان اثربخشی آن، نقش مهمی در کسب مزیت رقابتی ایفا می کند. بر همین اساس، هدف تحقیق حاضر ارائه مدلی برای ارزیابی اثربخشی مدیریت ارتباط با مشتریان با رویکرد فازی است. جامعه آماری این پژوهش کلیه مشتریان صنایع ماشین سازی تبریز کار می باشد. به همین منظور بر اساس دیدگاه کیم و کیم[2](2009) پرسش نامه ای طراحی و روایی و پایایی آن مورد سنجش و تأیید قرار گرفت. در راستای انجام تحقیق، مدلی پنج مرحله ای بر مبنای منطق فازی طراحی گردید. در مرحله اول، سیستمی فازی طراحی شده که ورودی های آن شامل چهار بعد اثربخشی CRM و خروجی آن، نمره اثربخشی CRM می باشد. در مرحله دوم، ورودی ها و خروجی ها پس از افرازبندی به اعداد فازی تبدیل شد. در مرحله سوم، قوانین استنتاج تبیین شد و در مرحله چهارم، فازی زدائی انجام گرفت . در مرحله نهایی، مدل آزمون ارزیابی شد و نتیجه آن اعتبار بالا را نشان داد. در نهایت، با استفاده از مدل طراحی شده، میزان اثربخشی مدیریت ارتباط با مشتریان در شرکت صنایع ماشین سازی تبریز کار ارزیابی و نتایج نشان داده که اثربخشی مدیریت ارتباط با مشتریان در شرکت مذکور با درجه عضویت 748/0، در حد متوسط می باشد. 1- Customer Relationship Management(CRM) 2- Kim & Kim
Accommodating needs and supplies and presenting superior value to the customers are among the main goals of customer relationship management (CRM) and their effectiveness has a crucial role in gaining competitive advantage. Accordingly, the aim of this paper is presenting a model to evaluate the effectiveness of CRM through fuzzy approach. The statistical population consists of the customers of Tabriz-Kar Machine Manufacturing Industry. To do this, the researcher designed a questionnaire according to Kim & Kim (2009) viewpoint, and its validity and reliability were measured and approved. To conduct the research, a five-stage model was designed based on fuzzy logic. In the first phase, a fuzzy system was designed with the four dimensions of effective CRM as its inputs and the CRM effectiveness score as its output. In the second phase, the inputs and outputs were converted to fuzzy numbers after the classification. In the third phase, inference rules were explained, and in the fourth phase, defuzzification was carried out. In the final stage the model was tested and the results showed the validity of the model. Finally, by using the designed model, the effectiveness rate of CRM in Tabriz-Kar Machine Manufacturing Company was evaluated.The results show that the effectiveness of CRM in the company with the membership degree of 0.748 is on average rate.
- Abbasi, M. R., & Torkamani, M. (2010). Theoretical Model of Implement of Customer Relationship Management. Commercial Surveys, 41, 19-34, (In Persian).
- Agustin, C., & Singh, J. (2005). Curvilinear Affects of Consumer Loyalty Determinants in Relational Exchange. Journal of Marketing Research, 42(1), 96-108.
- Alvandi, M., & Karimi, M. (2009). A Comparative Study of Relationship Management with Customers in Three Iranian Banks Using the Swift Model Approach. Journal of Development & Evolution Management, 1, 49-57, (In Persian).
- Almotairi. M. (2009). A Framework for Successful CRM Implementation, European and Mediterranean Conference on information Systems.
- Anderson, S. (2006). Sanity check, Destination CRM. Viewpoint available, 10(13), 47-59.
- Donavan, D. Y., Brown, T. J., & Mowen, J. C. (2004). Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors. Journal of Marketing, 68(1), 128−146.
- Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
- Galbreath, T. R. (1999). Customer Rlationship Leadership. TQM Magazine, 11(3), 161-171.
- Hussain. I., Hussain, M., Hussain. S., & Sajid M. (2009). Customer Relationship Management: Strategies and Practices in Selected Banks of Pakistan. International Review of Business Research Papers, 5(6), 117-132.
- Kassanoff, B. (2000). Build Loyalty into Your E-Business, in Proceedings of DCI Customer Relationship Management Conference.
- Kevork, E., & Vrechopoulos, A. (2006). Defining, Manipulating and Measuring Customer Relationship Management. European Marketing Academy Conference.
- Khan Mohammadi, S., & Bafandeh Zendeh, A. R. (2008). Provide a Fuzzy Model for Explaining Organizational Structure Dimensions Based on Content Dimensions. Management, 78, 1-18, (In Persian).
- Kim, H. S., & Kim, Y. G. (2009). A CRM Performance Measurement Framework: Its Development Process and Application. Industrial Marketing Management, 38(4), 477-489.
- Kimiloglu, H., & Zarali, H. (2009). What Signifies Success in E-CRM?. Marketing Intelligence & Planning, 27(2), 246-267.
- Leo Y. M., Sin, A., Tse, C. B., & Yim, F. H. K. (2005). CRM: Conceptualization and Scale Development, 39(11/12), 1264-1290.
- Leonard-Barton, D., & Deschamps, I. (1988). Managerial Influence in the Implementation of New Technology. Management Science, 34(10), 1252-1265.
- Maxham, J. G., & Netemeyer, R. G. (2003). Firms Reap What They Sow The Effects of Shared Values and Perceived Organizational Justice on Customers' Evaluations of Complaint Handling. Journal of Marketing, 67(1), 46-62.
- Mehrabi, J., Babaye Ahari, M., & Taati, M. (2010). Providing the integrated approach to implementing the concept of customer relationship management at Mellat Bank. Journal of Development & Evolution Management, 4, 61-71, (In Persian).
- Nguyen, T. H., Joseph S., & Michael N. (2007). Strategies for Successful CRM Implementation. Information Management & Computer Security, 15(2), 102-115.
- Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69.
- Pearson, G. J. (1979). Setting Corporate Objectives as a Basis for Action. Long Range Planning, 12(4), 13-19.
- Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 41(3), 293−305.
- Taghizadeh, H., & Soltani Fesghendis, Gh. R. (2010). Assessing of Being a learner of Organization the Using Fuzzy Expert System. New Template, 25, 3-22, (In Persian).
- Taghizadeh, H., & Soltani Fesghendis, Gh. R. (2011). A Model Based on Fuzzy Expert System for Measuring Organizational Knowledge Management. Journal of Information Processing & Management, 1, 123-142, (In Persian).
- Wilson, H., Elizabeth, D. & Malcolm, M. (2002). Factors for Success in Customer Relationship Management (CRM) Systems, Journal of Marketing Management, 18.
- Winer, R, S. (2001). Framework for Customer Relationship Management. California Management Review, 43(4), 47-60.
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- Abbasi, M. R., & Torkamani, M. (2010). Theoretical Model of Implement of Customer Relationship Management. Commercial Surveys, 41, 19-34, (In Persian).
- Agustin, C., & Singh, J. (2005). Curvilinear Affects of Consumer Loyalty Determinants in Relational Exchange. Journal of Marketing Research, 42(1), 96-108.
- Alvandi, M., & Karimi, M. (2009). A Comparative Study of Relationship Management with Customers in Three Iranian Banks Using the Swift Model Approach. Journal of Development & Evolution Management, 1, 49-57, (In Persian).
- Almotairi. M. (2009). A Framework for Successful CRM Implementation, European and Mediterranean Conference on information Systems.
- Anderson, S. (2006). Sanity check, Destination CRM. Viewpoint available, 10(13), 47-59.
- Donavan, D. Y., Brown, T. J., & Mowen, J. C. (2004). Internal Benefits of Service-Worker Customer Orientation: Job Satisfaction, Commitment, and Organizational Citizenship Behaviors. Journal of Marketing, 68(1), 128−146.
- Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6-21.
- Galbreath, T. R. (1999). Customer Rlationship Leadership. TQM Magazine, 11(3), 161-171.
- Hussain. I., Hussain, M., Hussain. S., & Sajid M. (2009). Customer Relationship Management: Strategies and Practices in Selected Banks of Pakistan. International Review of Business Research Papers, 5(6), 117-132.
- Kassanoff, B. (2000). Build Loyalty into Your E-Business, in Proceedings of DCI Customer Relationship Management Conference.
- Kevork, E., & Vrechopoulos, A. (2006). Defining, Manipulating and Measuring Customer Relationship Management. European Marketing Academy Conference.
- Khan Mohammadi, S., & Bafandeh Zendeh, A. R. (2008). Provide a Fuzzy Model for Explaining Organizational Structure Dimensions Based on Content Dimensions. Management, 78, 1-18, (In Persian).
- Kim, H. S., & Kim, Y. G. (2009). A CRM Performance Measurement Framework: Its Development Process and Application. Industrial Marketing Management, 38(4), 477-489.
- Kimiloglu, H., & Zarali, H. (2009). What Signifies Success in E-CRM?. Marketing Intelligence & Planning, 27(2), 246-267.
- Leo Y. M., Sin, A., Tse, C. B., & Yim, F. H. K. (2005). CRM: Conceptualization and Scale Development, 39(11/12), 1264-1290.
- Leonard-Barton, D., & Deschamps, I. (1988). Managerial Influence in the Implementation of New Technology. Management Science, 34(10), 1252-1265.
- Maxham, J. G., & Netemeyer, R. G. (2003). Firms Reap What They Sow The Effects of Shared Values and Perceived Organizational Justice on Customers' Evaluations of Complaint Handling. Journal of Marketing, 67(1), 46-62.
- Mehrabi, J., Babaye Ahari, M., & Taati, M. (2010). Providing the integrated approach to implementing the concept of customer relationship management at Mellat Bank. Journal of Development & Evolution Management, 4, 61-71, (In Persian).
- Nguyen, T. H., Joseph S., & Michael N. (2007). Strategies for Successful CRM Implementation. Information Management & Computer Security, 15(2), 102-115.
- Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69.
- Pearson, G. J. (1979). Setting Corporate Objectives as a Basis for Action. Long Range Planning, 12(4), 13-19.
- Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, 41(3), 293−305.
- Taghizadeh, H., & Soltani Fesghendis, Gh. R. (2010). Assessing of Being a learner of Organization the Using Fuzzy Expert System. New Template, 25, 3-22, (In Persian).
- Taghizadeh, H., & Soltani Fesghendis, Gh. R. (2011). A Model Based on Fuzzy Expert System for Measuring Organizational Knowledge Management. Journal of Information Processing & Management, 1, 123-142, (In Persian).
- Wilson, H., Elizabeth, D. & Malcolm, M. (2002). Factors for Success in Customer Relationship Management (CRM) Systems, Journal of Marketing Management, 18.
- Winer, R, S. (2001). Framework for Customer Relationship Management. California Management Review, 43(4), 47-60.