مدل سازی مدیریت الکترونیکی ارتباط با مشتریان ، مطالعه موردی : سیستم های بانکی
محورهای موضوعی : مدیریت بازرگانی
سید کامران یگانگی
1
(استادیار، گروه مهندسی صنایع ، واحد زنجان ، دانشگاه آزاد اسلامی ، زنجان ، ایران)
مریم ابراهیمی
2
(استادیار، گروه مدیریت ، دانشگاه آزاد اسلامی واحد االکترونیکی ، تهران ، ایران)
کلید واژه: وفاداری, خدمات بانکی, سیستم بانکی, مدیریت الکترونیکی ارتباط با مشتریان,
چکیده مقاله :
هدف این مطالعه، مدل‌سازی و شبیه‌سازی تأثیر مدیریت الکترونیکی ارتباط با مشتریان بر وفاداری مشتریان بانک با استفاده از روش‌شناسی پویایی شناسی سیستم‌ها است. مدیریت الکترونیکی ارتباط با مشتریان از ابتکارات اولیه استراتژیک در صنعت امروز است که در حال تبدیل شدن به پارادایم اصلی بازاریابی رابطه‌مند در جهان الکترونیکی است. روش پژوهش از نوع توصیفی و تحلیلی و محیط پژوهش یکی از بانک‌های نیمه دولتی بوده است. در این مقاله، پس از مطالعه مدیریت الکترونیکی ارتباط با مشتری و وفاداری مشتری و شناسایی شاخص‌های آنها، به واسطه روش‌شناسی پویایی شناسی سیستم‌ها، محدوده مسأله مشخص شده است؛ بطوریکه مدیریت الکترونیکی ارتباط با مشتری شامل بانکداری الکترونیک، پشتیبانی مشتری، امنیت، خدمات مازاد، و اختلالات مرتبط به هرکدام است. علاوه بر آن، پس از مصاحبه نیمه ساختاریافته با تکنیک دلفی، داده‌های وضعیت موجود و خواسته مطلوب تعیین شده است. در این رویکرد از ترکیب دیاگرام‌ها، گراف‌ها و معادلات، مدل‌هایی، مدل حلقه سببی و مدل داینامیک، ساخته و چگونگی تغییر متغیرها در طول زمان بازنمایی شده است. در انتها، اعتبارسنجی و شبیه‌سازی توسط نرم‌افزار ونسیم انجام و نتایج استخراج ارائه شده است. یافته‌ها حاکی از آن است که با بهبود هر کدام از عوامل مدیریت الکترونیکی ارتباط با مشتری، وفاداری مشتری نیز افزایش می‌یابد.
The purpose of this study was to model and simulate the effect of electronic customer relationship management (E-CRM) on bank customer loyalty using systems dynamics methodology (SDM). E-CRM is one of the first strategic initiatives in today's industry that is becoming the main paradigm of relationship marketing in the e-world. The research method was descriptive and analytical, and the research environment has been one of the semi-public banks. In this paper, after studying E-CRM and customer loyalty and identifying their indicators, the problem boundary was determined by the SDM; E-CRM includes e-banking, customer support, security, surplus services, and related disruptions. Moreover, after a semi-structured Delphi interview, the status quo data and the desired conditions were determined. In this approach, combinations of diagrams, graphs and equations, models, causal loop diagrams and dynamic models were constructed and how variables change over time were represented. Finally, validation and simulation were performed by Vensim software and the results were presented. Findings indicated that with the improvement of each of the factors of E-CRM, customer loyalty also increases.
Bagheri, A., & Omidi Kia, K. (2008). Designing a conceptual model of electronic communication management with customers. Management Thought, 1(2), 5-28. (In Persian)
Blery, E. K., & Michalakopoulos, M. G. (2006). An e-CRM application in the telecommunications sector: A case study from Greece. EuroMed Journal of Business, 1(2), 5-14.
Dahmardeh, N., Shahraki, E., & Lakzayee, M. (2011). Identifying and ranking the influential factors in the process of implementing the Customer Relationship Management (CRM) system. Quarterly Journal of Industrial Management, Islamic Azad University, Sanandaj Branch, 5(11), 91-100. (In Persian)
Dubihlela, J., & Molise – Khosa, P. (2014). Impact of e-CRM implementation on customer loyalty, customer retention and customer profitability for hoteliers along the Vaal Meander of South Africa. Mediterranean Journal of Social Sciences, 5(16), 175-183.
Dyche, J. (2001). The CRM Handbook: A Business Guide to Customer Relationship Management. Addison-Wesley, Boston, MA.
Ebrahimpour, A., Khalili, M., & Rahimian, M. (2015). Investigating the relationship between customer orientation and electronic customer relationship management (E-CRM) International Conference on Insurance and Development. (In Persian)
Esmaeil Pour, M. (2014). Examining traditional and electronic customer relationship management Provides a conceptual model for the role of banking services. The first national conference on business management engineering, Kerman. (In Persian)
Haghighat Monfared, H., & Sarabi Nia, A. (2012). Developing a Strategy for Customer Relationship Management System with a Balanced Scorecard Approach in Sapco. Journal of Marketing Management, 10, 119-144. (In Persian)
Jarahi, H., Ardakani, S., & Zareian, M. (2010). Investigating the role of information technology in establishing customer relationship management electronically (E-CRM). Quarterly Journal of Parks and Growth Centers, 21, 49-59. (In Persian)
Khalifa, M., & Shen, N. (2005). Effects of electronic customer relationship management on customer satisfaction: A temporal model. System Sciences Proceedings of the 38th Annual Hawaii International Conference on, IEEE. ,
Lee-Kelley, L., Gilbert, D., & Mannicom, R. (2003). How e-CRM can enhance customer loyalty. Marketing Intelligence and Planning, 21(4), 239-248.
Nasiri Zadeh, M. J. (2016). E-CRM Customer Relationship Management International Conference on Economics, Accounting, Management and Social Sciences, Netherlands. (In Persian)
Noviana, G. (2021). An Analysis of the Implementation of Electronic Customer Relationship Management (E-CRM) Towards Customer Loyalty Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020),
Sadrul Huda, S. S. M., Saha, S., & Humayun Kabir, M. (2021). Influence of eCRM on customer satisfaction and customer loyalty: a study on Bangladesh's fast food industry. International Journal of Electronic Customer Relationship Management, 13(1), 30-44.
Sivaraks, P., Krairit, D., & Tang, J. (2011). Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand. Journal of high technology management, research, 22, 141-157.
Yuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management 17, 222–240
_||_Bagheri, A., & Omidi Kia, K. (2008). Designing a conceptual model of electronic communication management with customers. Management Thought, 1(2), 5-28. (In Persian)
Blery, E. K., & Michalakopoulos, M. G. (2006). An e-CRM application in the telecommunications sector: A case study from Greece. EuroMed Journal of Business, 1(2), 5-14.
Dahmardeh, N., Shahraki, E., & Lakzayee, M. (2011). Identifying and ranking the influential factors in the process of implementing the Customer Relationship Management (CRM) system. Quarterly Journal of Industrial Management, Islamic Azad University, Sanandaj Branch, 5(11), 91-100. (In Persian)
Dubihlela, J., & Molise – Khosa, P. (2014). Impact of e-CRM implementation on customer loyalty, customer retention and customer profitability for hoteliers along the Vaal Meander of South Africa. Mediterranean Journal of Social Sciences, 5(16), 175-183.
Dyche, J. (2001). The CRM Handbook: A Business Guide to Customer Relationship Management. Addison-Wesley, Boston, MA.
Ebrahimpour, A., Khalili, M., & Rahimian, M. (2015). Investigating the relationship between customer orientation and electronic customer relationship management (E-CRM) International Conference on Insurance and Development. (In Persian)
Esmaeil Pour, M. (2014). Examining traditional and electronic customer relationship management Provides a conceptual model for the role of banking services. The first national conference on business management engineering, Kerman. (In Persian)
Haghighat Monfared, H., & Sarabi Nia, A. (2012). Developing a Strategy for Customer Relationship Management System with a Balanced Scorecard Approach in Sapco. Journal of Marketing Management, 10, 119-144. (In Persian)
Jarahi, H., Ardakani, S., & Zareian, M. (2010). Investigating the role of information technology in establishing customer relationship management electronically (E-CRM). Quarterly Journal of Parks and Growth Centers, 21, 49-59. (In Persian)
Khalifa, M., & Shen, N. (2005). Effects of electronic customer relationship management on customer satisfaction: A temporal model. System Sciences Proceedings of the 38th Annual Hawaii International Conference on, IEEE. ,
Lee-Kelley, L., Gilbert, D., & Mannicom, R. (2003). How e-CRM can enhance customer loyalty. Marketing Intelligence and Planning, 21(4), 239-248.
Nasiri Zadeh, M. J. (2016). E-CRM Customer Relationship Management International Conference on Economics, Accounting, Management and Social Sciences, Netherlands. (In Persian)
Noviana, G. (2021). An Analysis of the Implementation of Electronic Customer Relationship Management (E-CRM) Towards Customer Loyalty Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020),
Sadrul Huda, S. S. M., Saha, S., & Humayun Kabir, M. (2021). Influence of eCRM on customer satisfaction and customer loyalty: a study on Bangladesh's fast food industry. International Journal of Electronic Customer Relationship Management, 13(1), 30-44.
Sivaraks, P., Krairit, D., & Tang, J. (2011). Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand. Journal of high technology management, research, 22, 141-157.
Yuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing & Customer Strategy Management 17, 222–240