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  • بررسی عوامل موثر بر موفقیت مدیریت ارتباط الکترونیک با مشتریان با در نظر گرفتن اثرات واسطه ای مشتری محوری

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کد مقاله : IMJ-1907-1264 (R1) بازدید : 186 صفحه: 43 - 56

نوع مقاله: پژوهشی

بررسی عوامل موثر بر موفقیت مدیریت ارتباط الکترونیک با مشتریان با در نظر گرفتن اثرات واسطه ای مشتری محوری

محورهای موضوعی : مدیریت صنعتی

meghdad haji mohammad ali jahromi 1 , Maryam Noroozpoor Roodposhti 2

1 - Faculty member of department of management and industrial engineering, damavand branch of islamic azad university
2 - CRM expert

تاریخ دریافت : 1398/05/07 تاریخ پذیرش : 1398/10/28 تاریخ انتشار : 1398/11/01

کلید واژه: مدیریت دانش مشتری, مشتری‌محوری, موفقیتecrm, بازاریابی داخلی, فناوری,

چکیده مقاله :

این پژوهش با هدف مدلسازی عوامل موثر بر موفقیت مدیریت ارتباط الکترونیک با مشتریان در بانک توسعه تعاون صورت گرفته است. مطالعه حاضر از نظر هدف کاربردی و از نظر روش گردآوری داده‌ها یک پژوهش توصیفی-پیمایشی است. جامعه آماری این مطالعه روسا، معاونین و کارکنان با سابقه شعب بانک توسعه تعاون در شهر تهران می‌باشند و در نهایت 115 پرسشنامه صحیح گردآوری شد. پرسشنامه پژوهش شامل 30 پرسش تخصصی با طیف لیکرت پنج درجه است. روایی پرسشنامه از دیدگاه خبرگان امر از نظر اعتبار محتوا تائید شده است و اعتبار سازه نیز با مدل اندازه‌گیری، روایی همگرا و روایی واگرا صورت گرفته است. همچنین ضریب آلفای کرونباخ پرسشنامه 944/0 و ضریب آلفای کرونباخ و پایایی ترکیبی تک تک ابعاد نیز بزرگتر از 7/0 بدست آمده است که نشان دهنده پایائی مطلوب پرسشنامه است. برای آزمون فرضیه‌های پژوهش از تکنیک حداقل مجذورات جزیی استفاده شده است. پس از تحلیل داده ها، نتایج نشان داده است مدیریت دانش مشتری، فناوری و بازاریابی داخلی بر مشتری‌محوری تاثیر دارند. از سوی دیگر مدیریت دانش مشتری، بازاریابی داخلی، فناوری، مشتری‌محوری و مدیریت هزینه بر موفقیت مدیریت ارتباط الکترونیک با مشتریان تاثیر دارند.

چکیده انگلیسی:

This research is aimed at modeling the effective factors on the success of electronic communication management with customers in the tose’e ta’avon bank. The present study is a descriptive-survey method in terms of applied purpose and in terms of data collection method. The statistical population of this study is the heads, deputies and employees with the history of branches of the Cooperative Development Bank in Tehran. Finally, 115 questionnaires were compiled. The research questionnaire consisted of 30 specialized questions with a 5-point Likert scale. The validity of the questionnaire has been confirmed by the experts in terms of content validity and the validity of the questionnaire has been done with the model of measurement, convergent validity and divergent validity. Also, Cronbach's alpha coefficient was 0.994 and Cronbach's alpha coefficient and the combined reliability of each dimension was greater than 0.7, which indicates the desirability of the questionnaire. To test the research hypotheses, Minimal Squares technique has been used. After analyzing the data, the results show that customer knowledge management, technology and internal marketing have an impact on customer orientation. On the other hand, customer knowledge management, internal marketing, technology, customer orientation and cost management have an impact on the success of electronic communication management with customers.

منابع و مأخذ:


  1. Askari, Foroogh, Ahmadifard, Maryam. & Adanvar Maryam. (2017) Critical success factors of electronic communication management with customers, ParsModir Marketing Quarterly. 3(9), http://www.parsmodir.ir.
    2.
  2. Badwan, J. J., Al Shobaki, M. J., Naser, S. S. A., & Amuna, Y. M. A. (2017). Adopting Technology for Customer Relationship Management in Higher Educational Institutions. International Journal of Engineering and Information Systems (IJEAIS), 1(1), 20-28.
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  3. Dachyar, M., & Manik, H. (2018). Design Success Factor Customer Relationship Management (CRM) for Rental and Sales Heavy Equipment Company. Indian Journal of Science and Technology, 8(1).
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  4. Dalir, M., Zarch, M. E., Aghajanzadeh, R., & Eshghi, S. (2017). The Role of e-CRM in the Quality of Customer-Bank Relationship. Human Resource Management, 4(2), 12-22.
    5.
  5. Garrido-Moreno, A., Padilla-Meléndez, A. (2011), Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors, International Journal of Information Management.
    6.
  6. Karnila, S., Ramaputra, M. G., & Aziz, R. A. (2017, December). customer relationship management application services (crm) for student activity information on universities (case study: ibi darmajaya). In Prosiding International conference on Information Technology and Business (ICITB) (pp. 220-224).
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  7. Khaki, Gholamreza. (2005) Research Methodology with the approach to the dissertation. Tehran, Baztab Publications. (in persian)
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  8. Khoshbakhti, J., moodi, D. (2017). A Study of the Barriers to Electronic Customer Relationship Management (E-CRM) in Sport and Youth Offices in South Khorasan Province. Journal of Sport Management, 9(3), 459-470. (in persian)
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  9. Lam, H. C., & Li, Q. (2017). Does electronic customer relationship management affect customer satisfaction and trust.
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  10. Lindgreen, A., & Aljukhadar, M. (2016). The user expertise of e-CRM: Divergent effects of the tourism websit. International journal of Information management, 36(3), 322-332.
    11.
  11. Motameni, Alireza & Jafari Gholamreza. (2016) Identifying and ranking the factors affecting customer satisfaction through E-CRM Customer Relationship Management case study Bank Mellat. Alborz Institute of non-governmental institution of higher education. (in persian)
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  12. Mousavian, S. J., & Ghasbeh, M. J. (2017). Investigation of Relationship between E-Banking Industry Risks and Electronic Customer Relationship Management (E-CRM). MAYFEB Journal of Business and Management, 2.  26-34.
    13.
  13. 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. Computers in Human Behavior, 55, 1052-1066.
    14.
  14. Singh, R. P., & Jain, V. (2017). A Study of the Impact of Electronic Customer Relationship Management on Customer Loyalty by Using Structural Equation Modeling in Banking Sector. Researchers World, 8(2), 52.
    15.
  15. Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational statistics & data analysis, 48(1), 159-205.
    16.
  16. Taherparvar, rokhsareh. & miandehi hojjat. (2017). The relationship between Electronic Customer Relationship Management and create knowledge with customer, 2nd National Conference on Engineering Management, Astaneh Ashrafiyeh, Mehr Astan Guilan, Institute of Higher Education. (in persian)
    17.
  17. Tsou, H. T., & Hsu, H. Y. (2017). Self-Service Technology Investment, Electronic Customer Relationship Management Practices, and Service Innovation Capability. In Marketing at the Confluence between Entertainment and Analytics (pp. 477-481). Springer, Cham.
    18.
  18. Varghese, J., Edward, M., & George, B. P. (2017). Centralization of authority, market orientation, and customer relationship management in the banking sector: a study in India. Management and Economics Review, 2(1), 18-34.
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  19. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
    20.
_||_

  1. Askari, Foroogh, Ahmadifard, Maryam. & Adanvar Maryam. (2017) Critical success factors of electronic communication management with customers, ParsModir Marketing Quarterly. 3(9), http://www.parsmodir.ir.
    2.
  2. Badwan, J. J., Al Shobaki, M. J., Naser, S. S. A., & Amuna, Y. M. A. (2017). Adopting Technology for Customer Relationship Management in Higher Educational Institutions. International Journal of Engineering and Information Systems (IJEAIS), 1(1), 20-28.
    3.
  3. Dachyar, M., & Manik, H. (2018). Design Success Factor Customer Relationship Management (CRM) for Rental and Sales Heavy Equipment Company. Indian Journal of Science and Technology, 8(1).
    4.
  4. Dalir, M., Zarch, M. E., Aghajanzadeh, R., & Eshghi, S. (2017). The Role of e-CRM in the Quality of Customer-Bank Relationship. Human Resource Management, 4(2), 12-22.
    5.
  5. Garrido-Moreno, A., Padilla-Meléndez, A. (2011), Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors, International Journal of Information Management.
    6.
  6. Karnila, S., Ramaputra, M. G., & Aziz, R. A. (2017, December). customer relationship management application services (crm) for student activity information on universities (case study: ibi darmajaya). In Prosiding International conference on Information Technology and Business (ICITB) (pp. 220-224).
    7.
  7. Khaki, Gholamreza. (2005) Research Methodology with the approach to the dissertation. Tehran, Baztab Publications. (in persian)
    8.
  8. Khoshbakhti, J., moodi, D. (2017). A Study of the Barriers to Electronic Customer Relationship Management (E-CRM) in Sport and Youth Offices in South Khorasan Province. Journal of Sport Management, 9(3), 459-470. (in persian)
    9.
  9. Lam, H. C., & Li, Q. (2017). Does electronic customer relationship management affect customer satisfaction and trust.
    10.
  10. Lindgreen, A., & Aljukhadar, M. (2016). The user expertise of e-CRM: Divergent effects of the tourism websit. International journal of Information management, 36(3), 322-332.
    11.
  11. Motameni, Alireza & Jafari Gholamreza. (2016) Identifying and ranking the factors affecting customer satisfaction through E-CRM Customer Relationship Management case study Bank Mellat. Alborz Institute of non-governmental institution of higher education. (in persian)
    12.
  12. Mousavian, S. J., & Ghasbeh, M. J. (2017). Investigation of Relationship between E-Banking Industry Risks and Electronic Customer Relationship Management (E-CRM). MAYFEB Journal of Business and Management, 2.  26-34.
    13.
  13. 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. Computers in Human Behavior, 55, 1052-1066.
    14.
  14. Singh, R. P., & Jain, V. (2017). A Study of the Impact of Electronic Customer Relationship Management on Customer Loyalty by Using Structural Equation Modeling in Banking Sector. Researchers World, 8(2), 52.
    15.
  15. Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational statistics & data analysis, 48(1), 159-205.
    16.
  16. Taherparvar, rokhsareh. & miandehi hojjat. (2017). The relationship between Electronic Customer Relationship Management and create knowledge with customer, 2nd National Conference on Engineering Management, Astaneh Ashrafiyeh, Mehr Astan Guilan, Institute of Higher Education. (in persian)
    17.
  17. Tsou, H. T., & Hsu, H. Y. (2017). Self-Service Technology Investment, Electronic Customer Relationship Management Practices, and Service Innovation Capability. In Marketing at the Confluence between Entertainment and Analytics (pp. 477-481). Springer, Cham.
    18.
  18. Varghese, J., Edward, M., & George, B. P. (2017). Centralization of authority, market orientation, and customer relationship management in the banking sector: a study in India. Management and Economics Review, 2(1), 18-34.
    19.
  19. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
    20.

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