بررسی تأثیر عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار بر عملکرد یک شرکت بیمه در شرایط اپیدمی کووید-19
محورهای موضوعی : مدیریت و توسعه پایدار
محمد عباسیان
1
(استادیار مهندسی صنایع، دانشگاه امام علی(ع)، تهران، ایران.)
سعید صحت
2
(دانشیار دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.)
کلید واژه: رضایت مشتری, اعتماد مشتری, حفظ مشتری, مدیریت ارتباط با مشتری پایدار, مدیریت الکترونیکی ارتباط با مشتری پایدار,
چکیده مقاله :
شیوع بیماری‌هایِ خطرناکِ همه‌گیر، یکی از موارد خطر مواجهه با آستانه‌های بحرانی است که یکی از مهم‌ترین چالش‌های توسعه پایدار محسوب می‌شود. امروزه اپیدمی کووید-19، منجر به تغییرات غیرقابل پیش‌بینی شده است. این تغییرات ناگزیر بر روابط فروشندگان و مشتریان تأثیرگذار بوده و شیوه‌های تعامل این دو رکن اصلی کسب‌وکارها را تغییر داده است. در این میان، استقرار و حتی ارتقای کیفی مدیریت الکترونیکی ارتباط با مشتری، به عنوان یک مزیت رقابتی پایدار برای سازمان‌ها محسوب شده و منجر به مدیریت ارتباط با مشتریان پایدار و وفادارسازی مشتریان و درنهایت توسعه پایدار سازمان می‌شود. مقاله حاضر با هدف بررسی تأثیر عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار در شرایط اپیدمی کووید-19، با در نظر گرفتن نقش میانجی رضایت، اعتماد و حفظ مشتری بر عملکرد یک شرکت بیمه و توسعه پایدار آن اجرا شد. تحقیق حاضر کاربردی و توصیفی- پیمایشی همبستگی است. جامعه آماری، کارکنان یک شرکت بیمه بودند که به طریق نمونه‌گیری تصادفی- طبقه‌ای، 160 نفر انتخاب شدند. روایی پرسش‌نامه به روش روایی محتوا و پایایی آن از طریق SPSS و تحلیل عاملی تأییدی، مطلوب ارزیابی شد. فرضیه‌های تحقیق با بهره‌مندی از مدل معادلات ساختاری آزمون شدند. یافته‌ها نشان می‌دهد که فرضیه اصلی و هشت فرضیه فرعی تأیید شدند. به بیان دیگر، عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار در شرایط اپیدمی کووید-19، بر عملکرد شرکت بیمه مورد مطالعه مؤثر و منجر به توسعه پایدار می‌شود.
The outbreak of dangerous epidemic diseases is one of the risk factors for facing critical thresholds, which is one of the most important challenges for sustainable development. Today, the COVID-19 epidemic has led to unpredictable changes. These changes have inevitably affected the relationship between sellers and customers and have changed the ways in which these two main pillars of business interact. In the meantime, the establishment of sustainable E-CRM, is considered as a sustainable competitive advantage and leads to sustainable CRM and customer loyalty and ultimately organization sustainable development. The present article aimed to investigate the effect of success factors of sustainable e-CRM in the context of the COVID-19 epidemic, considering the mediating role of customer satisfaction, trust and retention on the performance of an insurance company and its sustainable development. This research is an applied and descriptive-survey correlation. The statistical population was the employees of an insurance company. The validity of the questionnaire was assessed as content validity method and its reliability was assessed as satisfactory through SPSS and confirmatory factor analysis. The research hypotheses were tested using the structural equation model. The results showed that the main hypothesis and eight sub-hypotheses were confirmed. In other words, the success factors of sustainable E-CRM in the context of the COVID-19 epidemic, affect the performance of the insurance industry and lead to sustainable development. Of course, in this effect, customer satisfaction, trust and retention with averaging and standard deviation: 4.27±1.09, 3.75±1.25 and 3.33±0.73, respectively, play the role of partial mediation.
Abdolhian, S., & Forouzandeh, K. (2011). Customer Orientation and Its Importance for Organizations. Transportation and Development, 50, 60-72. (In Persian)
Akroush, M. N., Dahiyat, S. E., Gharaibeh, H. S., & Abu‐Lail, B. N. (2011). CRM implementation. International Journal of commerce and Management.
Al-Dmour, H. H., Algharabat, R. S., Khawaja, R., & Al-Dmour, R. H. (2019). Investigating the impact of e-CRM success factors on business performance. Asia Pacific Journal of Marketing and Logistics.
Arslan, A., Golgeci, I., Khan, Z., Ahokangas, P., & Haapanen, L. (2021). Covid-19 Driven Challenges in international B2B Customer Relationship Management: Empirical Insights from Finnish High-Tech Industrial Microenterprises. International Journal of Organizational Analysis. (In Persian)
Baashar, Y., Alhussian, H., Patel, A., Alkawsi, G., Alzahrani, A. I., Alfarraj, O., & Hayder, G. (2020). Customer relationship management systems (CRMS) in the healthcare environment: A systematic literature review. Computer Standards & Interfaces, 71.
Bakhtiari, H. B., Mohammad Hassan (2019). Customer Relationship Management Strategy on Developing Sustainable Competitive Advantage. Science and engineering elite, 4(6), 47-56. (In Persian)
Bettiol, M., Capestro, M., & Di Maria, E. M. (2021). Reacting to the Covid-19 pandemic through digital connectivity with customers: the Italian experience. Italian Journal of Marketing, 1-26.
Beula, M. D. S., Velmurgan, V., & Janrdhanan, K. (2020). CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES IN LIC-COVID 19. Management Strtegies to Combat COVID19 Afternamth, 92.
Brady, M. K., & Gronin, J. (2001). Customer Orientation: Effect on Customer Service Perceptions and Outcome Behavior`s. Journal of Service Research, 3(3).
Byrne, B. M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (2 ed.). New York.
Chinnappa, T. B., Karunakaran, N., & Kumar, K. A. (2021). Customer relationship management vs Consumerism: in post Covid-19 period. Journal of Management Research and Analysis, 8(1), 32-34.
Dash, G., & Chakraborty, D. (2021). Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during Covid-19. Sustainability, 13(12), 35-67.
Ebrahim Pourazbari, M., Moradi, M., & Momeneh, M. (2017). The role of customer pressure and innovation on sustainable supply chain management activities and sustainable competitive advantage. Industrial management studies, 15(47), 121-150. (In Persian)
Fadai Baz Qala, S., Gharibi, H., & Musaizadeh, H. (2021). Investigating the effective factors on increasing the behavioral desire and intention of customers to buy from mobile businesses in corona conditions using UTAUT technology. An approach to business management, 2(2), 39-53. (In Persian)
Farmania, A., Elsyah, R. D., & Tuori, M. A. (2021). Transformation of CRM Activities into e-CRM: The Generating e-Loyalty and Open Innovation. . Journal of Open Innovation: Technology, Market, and Complexity, 7(2).
Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 24(8), 119-228.
Hassanzadeh, M., & Dalil-e-Tajari, N. (2012). Assessing the effective factors in the successful implementation of E-CRM strategy in the private banking industry using AHP. Systems and Information Services, 1(4), 77-94. (In Persian)
Hassanzadeh Psikhani, M. S., Muezzin Jamshidi, M., & Baqerzadeh Khoda Shahri, R. (2021). Designing a Sustainable Leadership Model in the Face of the Covid 19 Crisis for Resilience in Food Industry Jobs (Case Study: Food Companies and Factories in Guilan Province). Organizational Resource Management Research, 11(1), 23-58. (In Persian)
Herman, L. E., Sulhaini, S., & Farida, N. (2021). Electronic customer relationship management and company performance: Exploring the product innovativeness development. Journal of Relationship Marketing, 20(1), 1-19.
Hosseini Brenti, S. R., & Kazemi Balf, E. (2016). Electronic customer relationship management as a competitive advantage. Management and accounting studies, 4(2), 216-223. (In Persian)
Islami, Q., & Ghaderi, F. (2020). Investigating the effect of strategic dimensions of e-customer relationship management on customer satisfaction in critical situations. Journal of International Business Management, 3(10), 137-154. (In Persian)
Kamalian, A., Aminilari, M., & Moezi, H. (2009). The effect of customer relationship management system on customer satisfaction (Case study: Golsar Fars Health Company). Management Perspective, 32, 69-87. (In Persian)
Kheiri, B., & Naieji, M. J. (2009). The role of establishing electronic customer relationship management in the internal and external success of the organization. Business Management Perspective (Management Perspective (Management Message)), 1(2), 85-109. (In Persian)
Khoshbakhti, J., & Modi, D. (2017). A Study of Barriers to Implementing e-CRM, in Sports and Youth Offices of South Khorasan Province. Sports Management, 9(3), 459-470. (In Persian)
Kline, R. B. (2011). Principles & Practice of Structural Equation Modeling. (2 ed.). The Guilford Press., New York.
Lam, A. Y. C., Cheung, R., & Lau, M. M. (2013). The Influence of Internet-Based Customer Relationship Management on Customer Loyalty. Contemporary Management Research 9(4), 419-440.
Lin, Y., Su, H. Y., & Chien, S. (2006). A knowledge-enabled procedure for CRM. Industrial Marketing Management, 35, 446 – 456.
Mohammad Shafi'i, M., Seifi, M., & Yazdi, A. (2020). Prerequisites and Consequences of Establishing Electronic Customer Relationship Management in Small and Medium Businesses. New Marketing Research, 10(1), 129-146. (In Persian)
Mohammadi, M., & Sohrabi, T. (2017). The effect of e-customer relationship management on customer satisfaction. Quarterly Journal of Smart Business Management Studies, 6(22), 107-128. (In Persian)
Mohammadi, N., Azizi, S., & Rajabi, M. R. (2018). Electronic Customer Relationship Management (e-CRM) and its performance: Challenges and solutions. Quarterly Journal of New Applied Studies in Management and Economics, 1(3), 33-50. (In Persian)
Norouzi, Y., & Jafari, S. (2017). Measuring e-readiness to implement e-customer relationship management (Case study: Islamic World Science Citation Database). Approach, 68, 61-75. (In Persian)
Orengo-Serra, K. L., & Sánchez-Jauregui, M. (2021). Coping with earthquakes and Covid-19: A perspective of customer relationship management. Estudios Gerenciales, 318-331.
Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance. Journal of Hospitality and Tourism Management, 47, 46-57.
Pratiwi, M., & Arsyah, U. I. (2021). The Effectiveness of the Concept of CRM Application for SMEs during the Covid-19 Pandemic. Journal of Physics: Conference Series, 1932(1).
Rangriz, H., & Bayrami Shahrivar, Z. (2019). The effect of e-CRM, on customer loyalty using data mining techniques. Scientific Quarterly of Smart Business Management Studies, 7(27), 175-205. (In Persian)
Saburi, N. (2021). Investigating the Role of Financial Flexibility in Sustainable Development on Company Performance during the COVID-19 Crisis with Consideration of Tangible Assets (Case Study: Companies Listed on the Tehran Stock Exchange). Journal of New Research Approaches in Management and Accounting, 5(66), 48-66. (In Persian)
Saebonia, S., Arjang, S., & Javidi, A. (2019). Investigating the effect of customer satisfaction and trust on Saipa body warranty in Saipa Automotive Group 2110 in Ardabil province. New research approaches in management and accounting, 1(11), 85-97. (In Persian)
Sivaraks, P., Krairit, D., & Tang, J. C. (2011). Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand. The Journal of High Technology Management Research, 22(2), 141-157.
Stafford, M. R., Stafford, T., & Wells, B. (1998). Determinants of service quality and satisfaction in the auto casualty claims process. Journal of Service Marketing, 12(6), 426-440.
Tosun, P. (2020). Customer relationship management in the Covid-19 outbreak from a salesperson perspective. International Conference on Covid-19 Studies,
Wali, A. F., Wright, L. T., & Uduma, I. A. (2015). Customer relationship management for brand commitment and brand loyalty. British Journal of Marketing Studies, 3(4), 45-58.
Zahedi, S. a. S., & Najafi, G. A. (2006). Conceptual Development of Sustainable Development. Teacher of Humanities, 10(4), 43-76. (In Persian)
Zaranejad, M., Nisi, A., Mantian, M. A., & Mehr Hosseini Ardakani, A. (2013). A Study of Factors Affecting Customer Retention in Mobile Services. Management (Researcher) Quarterly, 10(29). (In Persian)
_||_Abdolhian, S., & Forouzandeh, K. (2011). Customer Orientation and Its Importance for Organizations. Transportation and Development, 50, 60-72. (In Persian)
Akroush, M. N., Dahiyat, S. E., Gharaibeh, H. S., & Abu‐Lail, B. N. (2011). CRM implementation. International Journal of commerce and Management.
Al-Dmour, H. H., Algharabat, R. S., Khawaja, R., & Al-Dmour, R. H. (2019). Investigating the impact of e-CRM success factors on business performance. Asia Pacific Journal of Marketing and Logistics.
Arslan, A., Golgeci, I., Khan, Z., Ahokangas, P., & Haapanen, L. (2021). Covid-19 Driven Challenges in international B2B Customer Relationship Management: Empirical Insights from Finnish High-Tech Industrial Microenterprises. International Journal of Organizational Analysis. (In Persian)
Baashar, Y., Alhussian, H., Patel, A., Alkawsi, G., Alzahrani, A. I., Alfarraj, O., & Hayder, G. (2020). Customer relationship management systems (CRMS) in the healthcare environment: A systematic literature review. Computer Standards & Interfaces, 71.
Bakhtiari, H. B., Mohammad Hassan (2019). Customer Relationship Management Strategy on Developing Sustainable Competitive Advantage. Science and engineering elite, 4(6), 47-56. (In Persian)
Bettiol, M., Capestro, M., & Di Maria, E. M. (2021). Reacting to the Covid-19 pandemic through digital connectivity with customers: the Italian experience. Italian Journal of Marketing, 1-26.
Beula, M. D. S., Velmurgan, V., & Janrdhanan, K. (2020). CUSTOMER RELATIONSHIP MANAGEMENT STRATEGIES IN LIC-COVID 19. Management Strtegies to Combat COVID19 Afternamth, 92.
Brady, M. K., & Gronin, J. (2001). Customer Orientation: Effect on Customer Service Perceptions and Outcome Behavior`s. Journal of Service Research, 3(3).
Byrne, B. M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (2 ed.). New York.
Chinnappa, T. B., Karunakaran, N., & Kumar, K. A. (2021). Customer relationship management vs Consumerism: in post Covid-19 period. Journal of Management Research and Analysis, 8(1), 32-34.
Dash, G., & Chakraborty, D. (2021). Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during Covid-19. Sustainability, 13(12), 35-67.
Ebrahim Pourazbari, M., Moradi, M., & Momeneh, M. (2017). The role of customer pressure and innovation on sustainable supply chain management activities and sustainable competitive advantage. Industrial management studies, 15(47), 121-150. (In Persian)
Fadai Baz Qala, S., Gharibi, H., & Musaizadeh, H. (2021). Investigating the effective factors on increasing the behavioral desire and intention of customers to buy from mobile businesses in corona conditions using UTAUT technology. An approach to business management, 2(2), 39-53. (In Persian)
Farmania, A., Elsyah, R. D., & Tuori, M. A. (2021). Transformation of CRM Activities into e-CRM: The Generating e-Loyalty and Open Innovation. . Journal of Open Innovation: Technology, Market, and Complexity, 7(2).
Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 24(8), 119-228.
Hassanzadeh, M., & Dalil-e-Tajari, N. (2012). Assessing the effective factors in the successful implementation of E-CRM strategy in the private banking industry using AHP. Systems and Information Services, 1(4), 77-94. (In Persian)
Hassanzadeh Psikhani, M. S., Muezzin Jamshidi, M., & Baqerzadeh Khoda Shahri, R. (2021). Designing a Sustainable Leadership Model in the Face of the Covid 19 Crisis for Resilience in Food Industry Jobs (Case Study: Food Companies and Factories in Guilan Province). Organizational Resource Management Research, 11(1), 23-58. (In Persian)
Herman, L. E., Sulhaini, S., & Farida, N. (2021). Electronic customer relationship management and company performance: Exploring the product innovativeness development. Journal of Relationship Marketing, 20(1), 1-19.
Hosseini Brenti, S. R., & Kazemi Balf, E. (2016). Electronic customer relationship management as a competitive advantage. Management and accounting studies, 4(2), 216-223. (In Persian)
Islami, Q., & Ghaderi, F. (2020). Investigating the effect of strategic dimensions of e-customer relationship management on customer satisfaction in critical situations. Journal of International Business Management, 3(10), 137-154. (In Persian)
Kamalian, A., Aminilari, M., & Moezi, H. (2009). The effect of customer relationship management system on customer satisfaction (Case study: Golsar Fars Health Company). Management Perspective, 32, 69-87. (In Persian)
Kheiri, B., & Naieji, M. J. (2009). The role of establishing electronic customer relationship management in the internal and external success of the organization. Business Management Perspective (Management Perspective (Management Message)), 1(2), 85-109. (In Persian)
Khoshbakhti, J., & Modi, D. (2017). A Study of Barriers to Implementing e-CRM, in Sports and Youth Offices of South Khorasan Province. Sports Management, 9(3), 459-470. (In Persian)
Kline, R. B. (2011). Principles & Practice of Structural Equation Modeling. (2 ed.). The Guilford Press., New York.
Lam, A. Y. C., Cheung, R., & Lau, M. M. (2013). The Influence of Internet-Based Customer Relationship Management on Customer Loyalty. Contemporary Management Research 9(4), 419-440.
Lin, Y., Su, H. Y., & Chien, S. (2006). A knowledge-enabled procedure for CRM. Industrial Marketing Management, 35, 446 – 456.
Mohammad Shafi'i, M., Seifi, M., & Yazdi, A. (2020). Prerequisites and Consequences of Establishing Electronic Customer Relationship Management in Small and Medium Businesses. New Marketing Research, 10(1), 129-146. (In Persian)
Mohammadi, M., & Sohrabi, T. (2017). The effect of e-customer relationship management on customer satisfaction. Quarterly Journal of Smart Business Management Studies, 6(22), 107-128. (In Persian)
Mohammadi, N., Azizi, S., & Rajabi, M. R. (2018). Electronic Customer Relationship Management (e-CRM) and its performance: Challenges and solutions. Quarterly Journal of New Applied Studies in Management and Economics, 1(3), 33-50. (In Persian)
Norouzi, Y., & Jafari, S. (2017). Measuring e-readiness to implement e-customer relationship management (Case study: Islamic World Science Citation Database). Approach, 68, 61-75. (In Persian)
Orengo-Serra, K. L., & Sánchez-Jauregui, M. (2021). Coping with earthquakes and Covid-19: A perspective of customer relationship management. Estudios Gerenciales, 318-331.
Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance. Journal of Hospitality and Tourism Management, 47, 46-57.
Pratiwi, M., & Arsyah, U. I. (2021). The Effectiveness of the Concept of CRM Application for SMEs during the Covid-19 Pandemic. Journal of Physics: Conference Series, 1932(1).
Rangriz, H., & Bayrami Shahrivar, Z. (2019). The effect of e-CRM, on customer loyalty using data mining techniques. Scientific Quarterly of Smart Business Management Studies, 7(27), 175-205. (In Persian)
Saburi, N. (2021). Investigating the Role of Financial Flexibility in Sustainable Development on Company Performance during the COVID-19 Crisis with Consideration of Tangible Assets (Case Study: Companies Listed on the Tehran Stock Exchange). Journal of New Research Approaches in Management and Accounting, 5(66), 48-66. (In Persian)
Saebonia, S., Arjang, S., & Javidi, A. (2019). Investigating the effect of customer satisfaction and trust on Saipa body warranty in Saipa Automotive Group 2110 in Ardabil province. New research approaches in management and accounting, 1(11), 85-97. (In Persian)
Sivaraks, P., Krairit, D., & Tang, J. C. (2011). Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand. The Journal of High Technology Management Research, 22(2), 141-157.
Stafford, M. R., Stafford, T., & Wells, B. (1998). Determinants of service quality and satisfaction in the auto casualty claims process. Journal of Service Marketing, 12(6), 426-440.
Tosun, P. (2020). Customer relationship management in the Covid-19 outbreak from a salesperson perspective. International Conference on Covid-19 Studies,
Wali, A. F., Wright, L. T., & Uduma, I. A. (2015). Customer relationship management for brand commitment and brand loyalty. British Journal of Marketing Studies, 3(4), 45-58.
Zahedi, S. a. S., & Najafi, G. A. (2006). Conceptual Development of Sustainable Development. Teacher of Humanities, 10(4), 43-76. (In Persian)
Zaranejad, M., Nisi, A., Mantian, M. A., & Mehr Hosseini Ardakani, A. (2013). A Study of Factors Affecting Customer Retention in Mobile Services. Management (Researcher) Quarterly, 10(29). (In Persian)