رمزگشایی تأثیر مدیریت ارتباط با مشتری پایدار بر مزیت رقابتی پایدار با نقش میانجی کیفیت رابطه درک شده و تعدیلگر سرمایه ارتباطی
محورهای موضوعی : تقویت رفتارهای مثبت عمومی: بازاریابی اجتماعی
1 - کارشناسی ارشد مدیریت بازرگانی، دانشگاه غزالی قزوین، ایران.
2 - گروه مدیریت صنعتی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
کلید واژه: مدیریت ارتباط با مشتری, پایداری, مزیت رقابتی پایدار, سرمایه ارتباطی, کیفیت رابطه درک شده.,
چکیده مقاله :
امروزه مزیت رقابتی پایدار و چگونگی دستیابی به آن برای شرکت‌های ارائه‌دهنده خدمات بیمه عمر، بسیار اهمیت دارد. استراتژی مدیریت ارتباط با مشتری پایدار و برقراری روابط با کیفیت با مشتریان به‌عنوان سرمایه‌های شرکت‌ها، یکی از راه‌های مناسب برای رشد، ترقی و افزایش ارزش شرکت‌های بیمه به حساب می‌آید. بر همین اساس این پژوهش به رمزگشایی تأثیر مدیریت ارتباط با مشتری پایدار بر مزیت رقابتی پایدار با نقش میانجی کیفیت رابطه درک شده و تعدیلگر سرمایه ارتباطی در صنعت بیمه عمر می‌پردازد. پژوهش حاضر با توجه به هدف کاربردی و از نظر گردآوری داده‌ها جزء پژوهش‌های توصیفی- پیمایشی است. جامعه آماری پژوهش نمایندگی‌ها، بیمه‌گذاران و شعبات شرکت بیمه ما در شهر تهران هستند. برای نمونه‌گیری از روش خوشه‌ای چندمرحله‌ای استفاده شد و 368 نفر از مشتریان به‌عنوان نمونه مورد مطالعه قرار گرفتند. برای تجزیه‌وتحلیل داده‌ها و آزمون فرضیه‌ها از نرم‌افزارهای SPSS نسخه 26 و smart pls ورژن 3 استفاده شده است. نتایج تحقیق حاکی از تأثیرگذار بودن CRM پایدار بر کیفیت رابطه درک شده و مزیت رقابتی پایدار است. کیفیت رابطه درک شده اثر مثبتی بر مزیت رقابتی پایدار داشته و میانجی کننده رابطه بین CRM پایدار و مزیت رقابتی پایدار است. سرمایه ارتباطی میزان اثرگذاری CRM پایدار بر کیفیت رابطه را نمی‌تواند تعدیل کند؛ اما به میزان قابل‌توجهی میزان اثرگذاری CRM پایدار بر مزیت رقابتی پایدار توسط سرمایه ارتباطی تعدیل و تقویت می‌شود. همچنین، تأثیر کیفیت رابطه بر مزیت رقابتی پایدار در صنعت بیمه عمر توسط سرمایه ارتباطی تعدیل و تقویت می‌شود.
Today, achieving sustainable competitive advantage (SCA) is crucial for life insurance service providers. Sustainable customer relationship management (SCRM) strategy and building quality relationships with customers as companies' assets are deemed suitable ways for growth, advancement, and increasing the value of insurance companies. Based on this premise, this research aims to decode the impact of sustainable customer relationship management (SCRM) on sustainable competitive advantage (SCA) with the mediating role of perceived relationship quality and the moderating role of relational capital in the life insurance industry. This study, due to its practical objective and data collection approach, falls into the category of descriptive-survey research. The statistical population includes representatives, policyholders, and branches of MA insurance company in Tehran. A multi-stage cluster sampling method was employed, and 368 customers were selected as the study sample. Data analysis and hypothesis testing were conducted using SPSS version 26 and SmartPLS version 3 software. The research findings indicate the significant influence of sustainable CRM on perceived relationship quality and sustainable competitive advantage. Perceived relationship quality positively affects sustainable competitive advantage and acts as a mediator between sustainable CRM and sustainable competitive advantage. Relational capital cannot moderate the effect of sustainable CRM on relationship quality; however, it significantly moderates and enhances the impact of sustainable CRM on sustainable competitive advantage. Additionally, the impact of relationship quality on sustainable competitive advantage in the life insurance industry is moderated and strengthened by relational capital.
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