بررسی تاثیر فرهنگ سازمانی، استراتژی سازمانی و نوآوری در فناوری بر اثربخشی سیستمهای الکترونیکی مدیریت ارتباط با مشتری

محورهای موضوعی : دو فصلنامه مدیریت زنجیره ارزش

زینب سلطانی ¹ , نیما جعفری نویمی پور ²

1 - باشگاه پژوهشگران جوان و نخبگان، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.
2 - 2. گروه مهندسی کامپیوتر،واحد تبریز، دانشگاه آزاد اسلامی، تبریز،ایران.

تاریخ دریافت : 1395/02/07 تاریخ پذیرش : 1395/03/26 تاریخ انتشار : 1395/03/01

کلید واژه: نوآوری, اثربخشی, استراتژی سازمانی, مدیریت الکترونیکی ارتباط با مشتری, فرهنگ ‌سازمانی,

چکیده مقاله :

امروزه شرط بقای مؤسسات در توانایی جذب و نگهداری مشتریان آگاه است. در این میان مدیریت الکترونیکی ارتباط با مشتری (E-CRM)یک استراتژی برای بازاریابی، فروش و یکپارچه‌سازی خدمات آنلاین است که نقش مهمی در شناسایی، به دست آوردن و حفظ مشتریان دارد که به‌عنوان بزرگ‌ترین سرمایه شرکت‌ها در نظر گرفته می‌شود. E-CRM ارتباط میان شرکت و مشتریان را با استفاده از ایجاد و افزایش روابط با آن‌ها از طریق فناوری مدرن بهبود و افزایش می‌دهد. اماموفقیتدر E-CRM تنهاازطریق شناخت عوامل مؤثر بر اثربخشی و موفقیت E-CRM قابل‌دستیابیاست. این مطالعه به ارائه مدل و چارچوبی برای تعیین برخی عوامل مؤثر در اثربخشی E-CRM پرداخته است. مدل ارائه‌شده با استفاده از معادلات ساختاری با حداقل مربعات جزئی مورد آزمایش قرار گرفت. نتایج حاصل از داده‌های جمع‌آوری‌شده از 98 نفر از کارکنان اداره کل گمرک استان آذربایجان شرقی نشان می‌دهد که تأثیر رضایت کارکنان بر عملکرد سازمان‌ها با فرهنگ‌سازمانی، استراتژی سازمانی و نوآوری آغاز می‌شود و حضور کامل این عوامل تأثیر مثبت بر اثربخشی سیستم‌های E-CRM دارد.

چکیده انگلیسی:

Electronic customer relationship management (E-CRM) is a strategy for marketing, sales and integration of online services that play an important role in identifying, acquiring and retaining customers, which is considered as the capital of the company. E-CRM relationship between the company and customers to create and enhance relationships with them through the use of modern technology to improve and increase. But the success of E-CRM is only through understanding the factors influencing the effectiveness and success of E-CRM can accessible. This study a model and framework to determine some critical factors of E-CRM is paid. Using structural equation model was tested with partial least squares. The results of the data collected from the 98 employees of the General Administration of Customs show the province of East Azerbaijan the impact of employee satisfaction on the performance of organizations and organizational culture, organizational strategy and innovation begins and the complementarity of these factors have a positive impact on the effectiveness of E-CRM systems.

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