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
سینا طیبی
1
(کارشناسی ارشد مدیریت بازرگانی، دانشگاه غزالی قزوین، ایران. )
رسول رضائی
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.
بختیاری، حسین. بختیاری، محمدحسن. (۱۳۹۸). استراتژی مدیریت ارتباط با مشتری بر توسعه مزیت رقابتی پایدار. نخبگان علوم و مهندسی، ۴(۶)، ۴۷-۵۶.
برقی اسکویی، محمدمهدی. ناصری اسکوئی، حمیدرضا. (۱۳۹۷). بررسی نقش مدیریت روابط با مشتری در کسب مزیت رقابتی در بازارهای رقابتی در سازمان تأمین اجتماعی استان آذربایجان شرقی. مطالعات نوین کاربردی در مدیریت اقتصاد و حسابداری، ۱(۲)، ۲۳-۳۲.
خمویی، فرشید. سلطانی، مرتضی. اسفیدانی، اسفیدانی، محمدرحیم. (۱۴۰۱). نقش بازاریابی رابطه مند در نیل به مزیت رقابتی در صنعت بیمه، فصلنامه پژوهش‌های مدیریت در ایران، ۲۶(۱)، ۱۹۸-۲۲۵.
روستائی، ندا. تقوی، نعیمه. (۱۴۰۲). تأثیر هوش استراتژیک بر مزیت رقابتی با کارآفرینی، فصلنامه مطالعات مدیریت راهبردی، ۱۴(۵۳)، ۲۱۵-۲۳۴.
زمانی، حمیده (۱۴۰۲). بیمه در سراشیبی. روزنامه شرق، شماره ۴۷۲۵، دو‌شنبه ۲۷ آذر ۱۴۰۲. (منبع: سالنامه آماری بیمه مرکزی ج.ا.ا): https://www.magiran.com/article/4473647
سعادت علیزاده، مریم. اسماعیل پور، مجید. (۱۳۹۴). بررسی تأثیر مدیریت ارتباط با مشتری بر ابعاد کیفیت رابطه از دیدگاه مشتریان صنعت بیمه‌ایران. تحقیقات بازاریابی نوین, ۵(ویژه نامه نخستین کنفرانس ملی), ۲۹-۴۴.
فدایی فتح‌آبادی، فرشید. انصاری. آذرنوش، شاهین، آرش. صنایعی، علی. (۱۴۰۰). ارائه مدل کسب مزیت رقابتی پایدار در صنعت جرثقیل ایران. پژوهشنامه مدیریت اجرایی, ۱۳(۲۵), ۲۳۳-۲۴۷.
لطفی، علی. فرهنگی، علی اکبر. فریدچهر، الهام. غریب نواز، نادر. (۱۴۰۱). ارائه مدل تبیین‌کننده کیفیت ارتباط با مشتریان شرکتی (مورد مطالعه: بانک اقتصاد نوین. مدیریت بازرگانی, ۱۴(۱), ۹۴-۱۱۳.
Adna, B. E., & Sukoco, B. M. (2020). Managerial cognitive capabilities, organizational capacity for change, and performance: The moderating effect of social capital. Cogent Business & Management, 7(1), 1843310.
Agostini, L., Nosella, A., & Filippini, R. (2017). Does intellectual capital allow improving innovation performance? A quantitative analysis in the SME context. Journal of Intellectual Capital, 18(2), 400-418.
Agostini, L., Nosella, A., & Soranzo, B. (2017). Measuring the impact of relational capital on customer performance in the SME B2B sector: the moderating role of absorptive capacity. Business Process Management Journal, 23(6), 1144-1166.
Alenazi, S. A., & Alanazi, T. M. (2023). The mediating role of sustainable dynamic capabilities in the effect of social customer relationship management on sustainable competitive advantage: a study on SMEs in Saudi Arabia. Sustainability, 15(3), 1952.
Alghamdi, Omar A. 2023. “The Relationship Between Social CRM Adoption and Competitive Advantage: A Study During the COVID-19 Outbreak.” International Journal of Customer Relationship Marketing and Management 14(1). doi: 10.4018/IJCRMM.317333.
Al-Homery, H. A., Ashari, H., & Ahmad, A. (2023). Customer relationship management: A literature review approach. International Journal of Global Optimization and Its Application, 2(1), 20-38.
AlQershi, N., Abas, Z. B., & Mohd Mokhtar, S. S. (2019). Investment in the Hidden Wealth of Intellectual Capital and Its Effect on Competitive Advantage. ANWESH: International Journal of Management & Information Technology, 4(1).
Alqershi, N., Ismail, A. I., Abualrejal, H., & Salahudin, S. N. (2020). Competitive Advantage Achievement through Customer Relationship Management Dimensions. Journal of Distribution Science, 18(11), 61–67.
AlQershi, N., Mokhtar, S. S. M., & Abas, Z. B. (2020). Innovative CRM and performance of SMEs: The moderating role of relational capital. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 155.
Alshawawreh, Ali Ra Ed, Francisco Liébana-Cabanillas, and Francisco Javier Blanco-Encomienda. 2024. “Impact of Big Data Analytics on Telecom Companies’ Competitive Advantage.” Technology in Society 76(November 2023). doi: 10.1016/j.techsoc.2024.102459
Alshurideh, M. T., Al Kurdi, B., Almomani, H., Obeidat, Z. M., & Masa’deh, R. (2023). Antecedents and consequences of relationship quality in pharmaceutical industries: A structural equation modeling approach. PLoS ONE, 18(1), e0279824. https://doi.org/10.1371/journal.pone.0279824
Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 25(8), 799-819.
Annarelli, A., Battistella, C., & Nonino, F. (2020). Competitive advantage implication of different Product Service System business models: Consequences of ‘not-replicable’capabilities. Journal of Cleaner Production, 247, 119121.
Bagheri, S., Kusters, R. J., & Trienekens, J. J. (2019). Customer knowledge transfer challenges in a co-creation value network: Toward a reference model. International Journal of Information Management, 47, 198–214.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Brahmasari, I. A., & Husda, N. E. (2024). The Importance of Human Capital in the Indonesian Life Insurance Industry as a Competitive Advantage.
Casanova Aizpun, F., Lanci, L., Lechner, R., Vanolli, A., & Xing, L. (2023). sigma - World insurance Stirred. Swiss Re Institute. https://www.swissre.com/institute/research/sigma-research/sigma-2023-03.html
Choi, D., Chung, C. Y., & Young, J. (2019). Sustainable online shopping logistics for customer satisfaction and repeat purchasing behavior: Evidence from China. Sustainability, 11(20), 5626. https://www.mdpi.com/2071-1050/11/20/5626
Cooper, D. R., & Schindler, P. S. (2022). Business Research Methods (14th ed.). McGraw-Hill Education. Choi, Y., & Chang, S. (2020). The effect of social entrepreneurs’ human capital on and firm performance: The moderating role of specific human capital. Cogent Business & Management, 7(1), 1785779.
Deb, S. K., Jain, R., Manohar, S., & Marwah, S. (2023). A study on mediation effect of relationship quality outcome between customer relationship management and mutual fund decision. Global Knowledge, Memory and Communication. Advance online publication. https://doi.org/10.1108/GKMC-09-2022-0212
Fernandes, T., & Pinto, T. (2019). Relationship quality determinants and outcomes in retail banking services: The role of customer experience. Journal of Retailing and Consumer Services, 50(December), 30–41.
Ferrer-Estévez, M., & Chalmeta, R. (2022). Sustainable customer relationship management. Marketing Intelligence & Planning, 41(2), 244–262.
Gaurav, K., Kunal, V., Karad, V., & World, M. I. T. (2024). Impact of Customer Relationship Management (CRM) on Customer Loyalty in Indian Organized Retailing – an Agenda for Inquiry. Academy of Marketing Studies Journal, 28(2), 1–11.
Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872-888.
González-Benito, Ó., Venturini, W. T., & González-Benito, J. (2017). CRM technology: implementation project and consulting services as determinants of success. International Journal of Information Technology & Decision Making, 16(02), 421-441.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. European journal of marketing, 53(4), 566-584.
Hussein, A. M. S., Mohmmed, H. E. A., & Fadul, M. M. (2024). The Impact Of Customer Relationship Management On Competitive Advantage: Case Study In Saudi Arabian Banks. Migration Letters, 21(S7), 1721–1731.
Ilukena, M., Chowa, T., & Haabazoka, L. (2024). Effect of Relational Capital, Structural Capital, and Human Capital on the Performance of Insurance Brokers in Zambia. In B.S. Sergi, E.G. Popkova, A.A. Ostrovskaya, A.A. Chursin, & Y.V. Ragulina (Eds.), Ecological Footprint of the Modern Economy and the Ways to Reduce It (pp. 66–77). Cham: Springer. https://doi.org/10.1007/978-3-031-49711-7_66
Khattak, K. N., Hassan, Z., Naqvi, S. A., Khan, M. A., Qayyum, F., & Ullah, I. (2024). A Conceptual Framework Based on PLS-SEM Approach for Sustainable Customer Relationship Management in Enterprise Software Development: Insights from Developers. Sustainability, 16(6), 2507.
Kotler, P., Gray, A., & Opresnik, M. O. (2021). Principles of marketing. Translated by Mohammad Rahim Esfidani, Farshid Khomoei and Golsa Tajik. Tehran: Negah Danesh.
Li, J., Lin, Z., & Zhang, X. (2023). The Study on the Effectiveness of Sustainable Customer Relationship Management: Evidence from the Online Shopping Industry. Sustainability, 15(7), 5911.
Li, Z., Zhou, X., & Huang, S. (2021). Managing skill certification in online outsourcing platforms: A perspective of buyer-determined reverse auctions. International Journal of Production Economics, 238, 108166.
Magatef, S., Al-Okaily, M., Ashour, L., & Abuhussein, T. (2023). The impact of electronic customer relationship management strategies on customer loyalty: A mediated model. Journal of Open Innovation: Technology, Market, and Complexity, 9(4), 100149.
Mahdi, O. R., Nassar, I. A., & Almsafir, M. K. (2019). Knowledge management processes and sustainable competitive advantage: An empirical examination in private universities. Journal of business research, 94, 320-334.
Marshall Prusak (2018). “Financial risk and need for superior knowledge management” in L Prusak (ed.), Knowledge in Organisations
Mention, A. L., & Bontis, N. (2013). Intellectual capital and performance within the banking sector of Luxembourg and Belgium. Journal of Intellectual capital, 14(2), 286-309.
Mirzaei, H., Heidari, H., & Ahmadzadeh, A. (2023). The Impact of Relative Commissions on Sale of Various Types of Life Insurance (An Application of Game Theory). Iranian Economic Review.
Morgan, T., Anokhin, S. A., Song, C., & Chistyakova, N. (2019). The role of customer participation in building new product development speed capabilities in turbulent environments. International Entrepreneurship and Management Journal, 15, 119-133.
Ngeche, J. & Okello, G. (2022). Influence of Social Capital Integration Capabilities on Sustainable Competitive Advantage Among Private Hospitals in Kenya. Kabarak Journal of Research & Innovation, 12(2), 25–36. Retrieved from https://journals.kabarak.ac.ke/index.php/kjri/article/view/55
Payan, J. M., Padín, C., Ferro, C., & Svensson, G. (2019). Action and social alignment components of collaboration in SME business relationships. Journal of Small Business and Entrepreneurship, 31(6), 463–481.
Petzer, D. J., & van Tonder, E. (2019). Loyalty intentions and selected relationship quality constructs. International Journal of Quality and Reliability Management, 36(4), 601–619.
PriceWaterhouseCoopers. (2019). Life insurance industry outlook 2019. PWC
Prior, D. D., Buttle, F., & Maklan, S. (2024). Customer Relationship Management: Concepts, Applications and Technologies. Taylor & Francis.
Ramírez-Solis, E. R., Llonch-Andreu, J., & Malpica-Romero, A. D. (2022). Relational capital and strategic orientations as antecedents of innovation: evidence from Mexican SMEs. Journal of Innovation and Entrepreneurship, 11(1), 42.
Rayan, A. R. M., Sbaie, A. S. M., Hussien, Y. S. A., & Mabrouk, H. M. (2024). The Mediating Role of Customer Relationship Quality between the Customer Value Co-creation Behavior and Customer Loyalty. European Journal of Business and Management Research, 9(2), 9–24. https://doi.org/10.24018/ejbmr.2024.9.2.2131
Sanchez-Franco, M. J., Cepeda-Carrion, G., & Roldán, J. L. (2019). Understanding relationship quality in hospitality services: A study based on text analytics and partial least squares. Internet Research, 29(3), 478–503.
Sardo, F., & Serrasqueiro, Z. (2017). A European empirical study of the relationship between firms’ intellectual capital, financial performance and market value. Journal of Intellectual Capital, 18(4), 771-788.
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson
Sedalo, G., Boateng, H., & Kosiba, J. P. (2021). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 3(4): 1- 7
Shaalan, A., Tourky, M., Barnes, B. R., Jayawardhena, C. & Elshaer, I. (2021). Arab networking and relationship marketing: is there a need for both? Journal of Business & Industrial Marketing, 36)10(:1793-1805
Shahnaz, H. (2019). The Strategic Position of Human Resource Management for Creating Sustainable Competitive Advantage in the VUCA World. Journal of Human Resources Management and Labor Studies, 7(2), 1-4
Sharabati, A. A. A., Jawad, S. N., & Bontis, N. (2010). Intellectual capital and business performance in the pharmaceutical sector of Jordan. Management decision, 48(1), 105-131.
Shen, Y., Ding, N., Zheng, H. T., Li, Y., & Yang, M. (2020). Modeling relation paths for knowledge graph completion. IEEE Transactions on Knowledge and Data Engineering, 33, 3607–3617.
Suhardi, S. E., Aisyah, N., Purwati, T., Putra, I. B. U., Brahmasari, I. A., & Husda, N. E. (2024). The Importance of Human Capital in the Indonesian Life Insurance Industry as a Competitive Advantage. Kurdish Studies, 12(1), 614-630.
Sukmawan, R., & Zulganef, Z. (2023). The Influence Of Insurance Service Reputation, Customer Relationship Management, And Price Attractiveness On Insurance Service Customer Customer Experience: A Literature Review. International Journal of Business, Economics, and Social Development, 4(1), 32–37.
Tharao, Y. (2023). The Influence of Structural Social Capital on Competitive Advantage in Life Assurance Companies in Kenya. Kabarak Journal of Research & Innovation, 13(3), 112–125. Retrieved from https://journals.kabarak.ac.ke/index.php/kjri/article/view/363
Twum-Darko, M., & Abrahams, R. (2023). Customer relationship management systems for customer retention in a life insurance organisation in South Africa. EUREKA: Social and Humanities, (2), 3–15.
Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the academy of marketing science, 44, 119-134.
Wibisono, D., Febriyanti, N., Marsuking, S. D. N., & Rapi, M. Z. Relational Capital Can Improve Marketing Performance with the Mediation of Dynamic Capability: A Theory of Planned Behavior Perspective. Jurnal Manajemen Universitas Bung Hatta, 19(1), 12-23.
Wuryanti. K., & Wa Ode, S. (2017). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review, 23, 186-192
Zhang, D., Wang, H., & Wang, W. (2022). The influence of relational capital on the sustainability risk: Findings from Chinese non-state-owned manufacturing enterprises. Sustainability, 14(11), 6904.
Zhuang, M., Zhu, W., Huang, L., & Pan, W.-T. (2021). Research of influence mechanism of corporate social responsibility for smart cities on consumers’ purchasing intention. Library Hi Tech, 40(8), 1147–1158.