ارائه مدل تأثیر تفکر استراتژیک کارآفرینانه بر کیفیت ارتباط با مشتری با نقش میانجی فرهنگ مشارکتی
الموضوعات : Public administrationجعفر بیک زاد 1 , مریم رزمجو 2 , امید سالکی مطلق 3
1 - دانشیار گروه مدیریت دولتی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران.
2 - دکتری تخصصی، گروه پژوهشی، پژوهشکده فرهنگ و ارتباطات دانشگاه علامه طباطبایی (ره)، تهران، ایران.
3 - کارشناس ارشد مدیریت بازرگانی، واحد بناب، دانشگاه آزاد اسلامی، بناب، ایران.
الکلمات المفتاحية: تفکر استراتژیک کارآفرینانه, کیفیت ارتباط با مشتری, فرهنگ مشارکتی. ,
ملخص المقالة :
هدف این پژوهش تأثیر تفکر استراتژیک کارآفرینانه بر کیفیت ارتباط با مشتری با نقش میانجی فرهنگ مشارکتی میباشد. پژوهش حاضر از نظر هدف، کاربردی و از حیث روش، توصیفی- پیمایشی بوده است. جامعه آماری کارکنان مدیریت بیمه ایران استان آذربایجانشرقی بودند که حجم نمونه آماری با استفاده از فرمول کوکران 110 نفر برآورد و به روش نمونهگیری تصادفی طبقهای انتخاب شدند. ابزار جمعآوری اطلاعات، پرسشنامه استاندارد بود. فرضیههای پژوهش با استفاده از نرمافزارهای PLS نسخه 3 و SPSS با روش مدلسازي معادلات ساختاري مورد آزمون قرار گرفت. نتایج نشان داد که تفکر استراتژیک کارآفرینانه بر کیفیت ارتباط با مشتری و فرهنگ مشارکتی تأثیر دارد. همچنین تأثیر فرهنگ مشارکتی بر کیفیت ارتباط با مشتری تأیید شد و نتیجه گرفته شد فرهنگ مشارکتی در تأثیر تفکر استراتژیک کارآفرینانه بر کیفیت ارتباط با مشتری نقش میانجی ایفا میکند.
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