Determining the Key Indicators affecting Electronic Customer Relationship Management (e-CRM) Using an integration of balanced scorecard and fuzzy screening techniques (Case Study: Companies Covered by Parsian Data-Processors Group)
محورهای موضوعی : Operation Research
abbas shahnavazi
1
(Department of Business Management, Roudbar Branch, Islamic Azad University, Roudbar, Iran)
Mehran Nemati Gonbaghi
2
(Department of Mathematics, Roudbar Branch, Islamic Azad University, Roudbar, Iran)
Seyedeh Faezeh Teymouri
3
(Department of Computer Science, Roudbar Branch, Islamic Azad University, Roudbar, Iran)
Bahman Ghasemi dakdare
4
(Phd student in Marketing Management, Rasht Branch, Islamic Azad University, Rasht, Iran)
کلید واژه: Performance Evaluation, Balanced Scorecard, Electronic customer relationship management, Yager’s Fuzzy Screening Technique,
چکیده مقاله :
Nowadays, increasing competition among companies and the huge cost of attracting new customers has led to companies seeking to retain existing customers rather than looking to attract new customers. These factors together have led to the emergence of customer relationship management. Thanks to the development of information and communication technology, especially the Internet, the use of customer relationship management has expanded and facilitated, and electronic customer relationship management has been formed. Customer Relationship Management (EMS) seeks to deepen and empower customer relationships by utilizing a variety of information and communication technologies such as websites. With the aim of identifying key indicators of performance and improving the performance of the Balanced Scorecard, this research paper has attempted to integrate it with Yager’s Fuzzy screening technique. This integrated model was implemented to develop a balanced scorecard for customer relationship management evaluation of companies covered by Parsian Data-Processors Group. The scale of “very important” was set as an acceptable scale for going through the screening process and for agreeing between managers and experts on the most important indicators. The results showed that the five indicators of customer viewpoint including increasing customer support during Purchasing Process and Afterward, Increasing Brand Confidence and Credibility , Participating in the Online Environment, Enhancing Customer Service After Sales, Increasing Customer Satisfaction, Increasing Site Usage and Various Site Capabilities, the four indicators of learning and innovating viewpoint including continuous improvement and modernization of the company's current services, the ability to use the new technologies, knowledge management capabilities in the organization and the ability of the company to learn from the market and to react it, the four indicators of financial viewpoint including Increased profitability; Increased share of online sales, flexibility in financing and increased annual sales , and the four indicators of exchange (processes) viewpoint including increased software update, increased use of advanced technologies compared to competitors; increased and improved use of Technology and Increasing Diversity of Services Offered on the Site (E-mail) have extracted as Key Indicators of Balanced Card Relationship Management Evaluation.
امروزه افزایش رقابت میان شرکتها و هزینة هنگفت جذب مشتریان جدید، سبب شده تا شرکتها بیش از آنکه به دنبال جذب مشتری جدید باشند، درصدد حفظ ونگهداری مشتریان فعلی برآیند. مجموعة این عوامل سبب ظهور مدیریت روابط بامشتری گردیده است.به مدد توسعة فناوری اطلاعات و ارتباطات و به ویژه اینترنت، استفاده ازمدیریت روابط با مشتریان گسترش و تسهیل یافته و مدیریت الکترونیکی روابط با مشتریان شکل گرفته است. مدیریت الکترونیکی روابط با مشتریان به دنبال آن است تا با به کارگیری مجموعة راهکارها و فناور یهای اطلاعاتی و ارتباطی مختلف مانندو بسایت، روابط با مشتریان را عمق و قوتی دوچندان بخشد. این مقاله تحقیقی کوشش نموده است که باهدف شناسایی شاخص های کلیدی ارزیابی عملکرد وبهبودکارکرد کارت امتیازی متوازن،آن راباتکنیک غربال سازی فازی یاگر تلفیق نماید.این مدل تلفیقی برای توسعه کارت امتیازی متوارن ارزیابی مدیریت ارتباط با مشتری شرکت های تحت پوشش گروه داده پردازان پارسیان اجراگردید.یک مقدارزبانی"بسیارمهم" به عنوان یک مقدار قابل قبول برای عبور ارفرایند غربال وبه منظور ایجادتوافق بین مدیران وخبرگان برروی مهمترین شاخص ها تعیین شد.نتایج تحقیق نشان داد که دردیدگاه مشتری، پنج شاخص افزایش حمایت از مشتریان درطول فرآیند خرید و بعد از آن، افزایش اعتماد و اعتبار برند-شرکت در محیط آنلاین،تقویت خدمات پس ازفروش برای مشتری، افزایش رضایت مشتری،افزایش نرخ استفاده از خدمات و قابلیتهای گوناگون سایت؛دردیدگاه یادگیری ونوآوری چهار شاخص بهبود و نوسازی مستمرخدمات فعلی شرکت،توانایی استفاده ازفناوری های جدید توان مدیریت دانش درسازمان وتوانایی شرکت دریادگیری ازبازاروواکنش به آن؛ دردیدگاه مالی چهار شاخص افزایش قابلیت سوددهی ؛افزایش سهم فروش آنلاین،انعطاف پذیری درتامین مالی وافزایش فروش سالیانه دردیدگاه مبادلات (فرایندها) چهار شاخص افزایش به روز رسانی برنامه های نرم افزاری مورد استفاده، افزایش استفاده از تکنولوژی های پیشرفته در مقایسه با رقبا؛افزایش و بهبود استفاده از تکنولوژی وافزایش تنوع خدمات ارائه شده در سایت (پست الکترونیک) به عنوان شاخص های کلیدی کارت متوازن ارزیابی مدیریت ارتباط بامشتری الکترونیکی استخراج شدند.
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