اولویت‌بندی عوامل مؤثر بر مدیریت ارتباط با مشتری الکترونیک در شرکت گاز گلستان
محورهای موضوعی : مدیریت رفتار سازمانی
نظاره کرد
1
,
پرویز سعیدی
2
,
روح اله سمیعی
3
,
سامره شجاعی
4
1 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.
2 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.
3 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.
4 - گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران.
کلید واژه: ارتباطات سازمانی, مدیریت ارتباط با مشتری الکترونیک, رفتار بازاریابی, رفتارمصرف‌کننده,
چکیده مقاله :
هدف این پژوهش، اولویت‌بندی عوامل مؤثر بر مدیریت ارتباط با مشتری الکترونیک در شرکت گاز گلستان است. این تحقیق از نظر روش در حوزه تحقیقات کاربردی قرار دارد که تحقیقی توصیفی پیمایشی است. برای تجزیه و تحلیل داده‌ها از نظرات خبرگان سازمانی و تجربی در حوزه مدیریت بازاریابی استفاده شده است. ابزار جمع‌آوری داده‌ها، پرسشنامه محقق ساخته می‌باشد. پرسشنامه در جامعه آماری کارکنان، کارشناسان و معاونین شرکت گاز استان گلستان توزیع شده است. تجزیه و تحلیل داده‌ها از روش مدل‌سازی ساختاری تفسیری (ISM) و روش دلفی‌فازی با استفاده از ابزار پرسشنامه توسط خبرگان انجام شده است. همچنین، عناصر تشکیل‌دهنده الگوی مدیریت ارتباط با مشتری الکترونیک از ادبیات نظری تعیین شده است. خروجی این مرحله با شناسایی 50 مؤلفه در قالب شش بُعد اصلی بود. یافته‌‌ها نشان دادند که شش بُعد اصلی مدیریت ارتباط با مشتری الکترونیک شامل عوامل ارتباطی، عوامل الکترونیک، عوامل تکنولوژیکی، عوامل مدیریتی، عوامل اطلاعاتی و عوامل محرک است.
The purpose of this research is to prioritize effective factors in electronic customer relationship management at Golestan Gas Company. In terms of method, this research is in the field of applied research, which is descriptive survey research. For data analysis, the opinions of organizational and experimental experts in the field of marketing management have been used. The data collection tool is a researcher-made questionnaire. The questionnaire has been distributed to the statistical population of employees, experts, and deputies of Golestan Gas Company. Data analysis has been done by experts using Interpretive Structural Modeling (ISM) and Delphi method using questionnaire tools. Also, the constituent elements of the electronic customer relationship management model have been determined from theoretical literature. The output of this step was to identify 50 components in the form of six main dimensions. The findings showed that the six main dimensions of electronic customer relationship management include communication, electronic, technological, managerial, informational, and driving factors.
Adlin, F. N., Ferdiana, R., & Fauziati, S. (2019). Current and Literature on electronic CRM adoption review. Journal of Physics: Conference Series, 1201(1), 12-58.
Ahmed, B., Maati, M. L. B., & Mohajir, B. A. (2014). The Intelligence of e-CRM Applications and Approaches on Online Shopping Industry. International Journal of Innovation and Scientific Research, 12(1), 213-216.
Aldmour, H. H., Algharabat, R. S., Khawaja, R., & Aldmour, R. H. (2019). Investigating the impact of E-CRM Success Factors on Business Performance: Jordanian Commercial Banks. Emerald Insight.
Begund, A. (2016). Investigating the relationship between electronic services and marketing and Customer acquisition in the management branches of Keshavarzi Bank in Tehran province [Master Thesis in Marketing, Islamic Azad University Central Tehran Branch]. (In Persian)
Dunwoody, M. K. (2016). What electronic Customer Relationship Management (e-CRM) measures should Grosvenor Casinos Ltd use to strengthen their Customer Relationship Management (CRM) [A dissertion submitted in Partial Fulfilment of the Requirements for the Degree of Bachelor of Science (Honours) in Computing, Department of Computing & Information Systems Cardiff School of Management, Cardiff Metropolitan University].
Ebrahimi, M., & Yeganegi, K. (2022). Electronic customer relationship management modeling case study: Banking Systems. Management and Sustainable Development Studies, 1(4). https://doi.org/10.30495/msds.2022.1949842.1032 (In Persian)
Fjermestad, U., & Romano, N. C. (2015). Electronic customer relationship management. Routledge, London and New York.
Ilmudeen, A., Bao, Y., Alharbi, I. M., & Zubair, N. (2020). Revisiting dynamic capability for organizations Innovation types: Does it matter for organizational Performance in China. European Journal of Innovation Management, 11(2), 107-121.
Kashliwal, N., & Singh, J. (2018). A study on E-CRM practices in Indian banking sector. International Journal of Basic and Applied Risearch, 8(1), 150-160.
Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2021). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking: An International Journal, 29(2), 551-572. https://doi.org/10.1108/BIJ-10-2020-0528
Malekiminbashrazgah, M., Aminikhiabani, G., & Khansari, Y. (2019). Value Marketing capacities with an emphasis on entrepreneurship and market orientation, the mediating role of innovative attitudes. Iranian Journal of Business Management Faculty of Management University of Tehran, 11(1), 87-104. (In Persian)
Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computer in Behavior(55), 1052-1066.
Polinkevych, O., & Kaminski, R. (2018). Corporate Image in Behavioral Marketing of Business entities. Journal Innovative Marketing, 14(1), 33-40.
Rakhideh, A. (2014). Investigating factors of luxury brands in Iranian consumers Semnan University, Iran]. (In Persian)
Ramazanpanah, N., Allameh, S. M., Samavatian, H., & Ghaninia, M. (2020). Designing a Competency Model for Senior and middle managers of the National Iranian Petrochemical Company. Journal of Executive Management of Mazandaran University, 24, 133-155. (In Persian)
Rangraz, H., & Bayramishahrivar, Z. (2019). The Effect of E-customer relationship management on customer loyalty using data mining techniques. Iranian Journal of Smart Business Studies, 7(27), 175-205. (In Persian)
Rohmani, M., Zakipour, M., & Abedi, H. (2022). Investigatigting the effect of dynamic Capabilities of Information Technology on the Performance of Small and Medium Companies through the Moderativng Relationship of Transformational Leadership and the Mediating role of Innovative Capabilities. . Management and Sustainable Development Studies, 2(3), 81-108. https://doi.org/10.30495/ msds.2022.1973754.1101 (In Persian)
Rosalina, V., Hamdan, H., & Triayudi, A. (2019). Electronic customer relationship management (E-CRM) Application as Efforts to Increase Customer Retention of Micro Small and Medium Enterprises (MSMEs) in Banten Indonesia. International Journal of Computer Applications, 181(39), 1-8. https://doi.org/10.5120/ijca2019918310
Salar, j., 1(1), . (2015). Survey Consumer Behavior (1 ed., Vol. 1). Payam Noor Publications, Tehran. (In Persian)
Scullin, S., Allora, J., Lloyd, G. O., & Fjermestad, J. (2015). Electronic Customer Relationship Management: Benefits, Considerations, Pitfalls and Trends.
Taghi, S. M., & Farjam, S. (2016). Investing the Effect of E-Consumer Relationship Management (e-CRM) on Consumer s Loyalty (Cause Study: Bank Mellat in Isfahan city). Journals of Administrative Management, Education and Training (JAMET), 12(5), 320-326.
Taqva, M. R., Zahrabi, M., & DashtiShahrokh, Z. (2019). Structural Model of Green information technology and organizational sustainability. Iranian Journal of Business Studies, 7(27), 5-28. (In Persian)
Tariq, M. R., Jamil, A., Ahmad, M. S., & Ramayah, R. T. (2019). Modeling the effectiveness of Electronic customer relationship management (E-CRM) systems: empirical evidence from Pakistan. Journal of management & Technology, 19(1), 77-100.
Wertenbroch, K., & France, I. (2015). An Opportunity for More Relevanance from Broadening Behavioral Research in Marketing. Journal of Marketing Behavior, 1(1), 1-7.
_||_Adlin, F. N., Ferdiana, R., & Fauziati, S. (2019). Current and Literature on electronic CRM adoption review. Journal of Physics: Conference Series, 1201(1), 12-58.
Ahmed, B., Maati, M. L. B., & Mohajir, B. A. (2014). The Intelligence of e-CRM Applications and Approaches on Online Shopping Industry. International Journal of Innovation and Scientific Research, 12(1), 213-216.
Aldmour, H. H., Algharabat, R. S., Khawaja, R., & Aldmour, R. H. (2019). Investigating the impact of E-CRM Success Factors on Business Performance: Jordanian Commercial Banks. Emerald Insight.
Begund, A. (2016). Investigating the relationship between electronic services and marketing and Customer acquisition in the management branches of Keshavarzi Bank in Tehran province [Master Thesis in Marketing, Islamic Azad University Central Tehran Branch]. (In Persian)
Dunwoody, M. K. (2016). What electronic Customer Relationship Management (e-CRM) measures should Grosvenor Casinos Ltd use to strengthen their Customer Relationship Management (CRM) [A dissertion submitted in Partial Fulfilment of the Requirements for the Degree of Bachelor of Science (Honours) in Computing, Department of Computing & Information Systems Cardiff School of Management, Cardiff Metropolitan University].
Ebrahimi, M., & Yeganegi, K. (2022). Electronic customer relationship management modeling case study: Banking Systems. Management and Sustainable Development Studies, 1(4). https://doi.org/10.30495/msds.2022.1949842.1032 (In Persian)
Fjermestad, U., & Romano, N. C. (2015). Electronic customer relationship management. Routledge, London and New York.
Ilmudeen, A., Bao, Y., Alharbi, I. M., & Zubair, N. (2020). Revisiting dynamic capability for organizations Innovation types: Does it matter for organizational Performance in China. European Journal of Innovation Management, 11(2), 107-121.
Kashliwal, N., & Singh, J. (2018). A study on E-CRM practices in Indian banking sector. International Journal of Basic and Applied Risearch, 8(1), 150-160.
Kumar, P., Mokha, A. K., & Pattnaik, S. C. (2021). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking: An International Journal, 29(2), 551-572. https://doi.org/10.1108/BIJ-10-2020-0528
Malekiminbashrazgah, M., Aminikhiabani, G., & Khansari, Y. (2019). Value Marketing capacities with an emphasis on entrepreneurship and market orientation, the mediating role of innovative attitudes. Iranian Journal of Business Management Faculty of Management University of Tehran, 11(1), 87-104. (In Persian)
Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees' satisfaction on the effectiveness of the electronic customer relationship management systems. Computer in Behavior(55), 1052-1066.
Polinkevych, O., & Kaminski, R. (2018). Corporate Image in Behavioral Marketing of Business entities. Journal Innovative Marketing, 14(1), 33-40.
Rakhideh, A. (2014). Investigating factors of luxury brands in Iranian consumers Semnan University, Iran]. (In Persian)
Ramazanpanah, N., Allameh, S. M., Samavatian, H., & Ghaninia, M. (2020). Designing a Competency Model for Senior and middle managers of the National Iranian Petrochemical Company. Journal of Executive Management of Mazandaran University, 24, 133-155. (In Persian)
Rangraz, H., & Bayramishahrivar, Z. (2019). The Effect of E-customer relationship management on customer loyalty using data mining techniques. Iranian Journal of Smart Business Studies, 7(27), 175-205. (In Persian)
Rohmani, M., Zakipour, M., & Abedi, H. (2022). Investigatigting the effect of dynamic Capabilities of Information Technology on the Performance of Small and Medium Companies through the Moderativng Relationship of Transformational Leadership and the Mediating role of Innovative Capabilities. . Management and Sustainable Development Studies, 2(3), 81-108. https://doi.org/10.30495/ msds.2022.1973754.1101 (In Persian)
Rosalina, V., Hamdan, H., & Triayudi, A. (2019). Electronic customer relationship management (E-CRM) Application as Efforts to Increase Customer Retention of Micro Small and Medium Enterprises (MSMEs) in Banten Indonesia. International Journal of Computer Applications, 181(39), 1-8. https://doi.org/10.5120/ijca2019918310
Salar, j., 1(1), . (2015). Survey Consumer Behavior (1 ed., Vol. 1). Payam Noor Publications, Tehran. (In Persian)
Scullin, S., Allora, J., Lloyd, G. O., & Fjermestad, J. (2015). Electronic Customer Relationship Management: Benefits, Considerations, Pitfalls and Trends.
Taghi, S. M., & Farjam, S. (2016). Investing the Effect of E-Consumer Relationship Management (e-CRM) on Consumer s Loyalty (Cause Study: Bank Mellat in Isfahan city). Journals of Administrative Management, Education and Training (JAMET), 12(5), 320-326.
Taqva, M. R., Zahrabi, M., & DashtiShahrokh, Z. (2019). Structural Model of Green information technology and organizational sustainability. Iranian Journal of Business Studies, 7(27), 5-28. (In Persian)
Tariq, M. R., Jamil, A., Ahmad, M. S., & Ramayah, R. T. (2019). Modeling the effectiveness of Electronic customer relationship management (E-CRM) systems: empirical evidence from Pakistan. Journal of management & Technology, 19(1), 77-100.
Wertenbroch, K., & France, I. (2015). An Opportunity for More Relevanance from Broadening Behavioral Research in Marketing. Journal of Marketing Behavior, 1(1), 1-7.