ارائه مدل تأثیر تفکر استراتژیک کارآفرینانه بر کیفیت ارتباط با مشتری با نقش میانجی فرهنگ مشارکتی
محورهای موضوعی : مدیریت دولتیجعفر 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.
کلید واژه: تفکر استراتژیک کارآفرینانه, کیفیت ارتباط با مشتری, فرهنگ مشارکتی. ,
چکیده مقاله :
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.
The aim of this study is to investigate the impact of entrepreneurial strategic thinking on customer relationship quality, considering the mediating role of participatory culture. The present research is applied in terms of purpose and descriptive-survey in terms of methodology. The statistical population consisted of employees of the Iran Insurance Administration in East Azerbaijan Province, and the sample size was estimated to be 110 using Cochran’s formula and selected through stratified random sampling. A standardized questionnaire was used as the data collection instrument. The research hypotheses were tested using PLS version 3 and SPSS software through Structural Equation Modeling (SEM). The results indicated that entrepreneurial strategic thinking has a significant effect on both customer relationship quality and participatory culture. Additionally, the impact of participatory culture on customer relationship quality was confirmed, and it was concluded that participatory culture mediates the effect of entrepreneurial strategic thinking on customer relationship quality.
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