بررسی اثرات مدیریت دانش بر مدیریت ارتباط با مشتری در بانک رفاه (مطالعه موردی:استان کردستان)
محورهای موضوعی : مدیریت بازرگانی
عادل صلواتی
1
(استادیار و عضو هیأت علمی گروه مدیریت، واحد سنندج ،دانشگاه آزاد اسلامی،سنندج،ایران)
پرویز کفچه
2
(استادیار و عضو هیأت علمی گروه مدیریت، واحد سنندج ،دانشگاه آزاد اسلامی،سنندج،ایران)
کیوان صالح پور
3
(کارشناس ارشد مدیریت بازرگانی واحد سنندج ،دانشگاه آزاد اسلامی،سنندج،ایران)
کلید واژه: مدیریت ارتباط با مشتری, مدیریت دانش, منابع دانش, مدل معادلات ساختاری (LISREL), بانک رفاه کارگران,
چکیده مقاله :
در پژوهش حاضر اثرات مدیریت دانش بر مدیریت ارتباط با مشتری، مورد بررسی قرار گرفته است. روش پژوهش، توصیفی و از شاخه پیمایشی می باشد. جامعه آماری این پژوهش 180 نفر از کارکنان شعب بانک رفاه استان کردستان می باشد. در این پژوهش برای اکتشاف عوامل و بسط گویه های پرسشنامه از روش تحلیل مولفه های اصلی(PCA) و روابط ساختاری (LISREL) استفاده شده است. تحلیل داده ها با استفاده از تحلیل مسیر و مدل معادلات ساختاری صورت گرفته است. یافته های پژوهش نشان می دهد، مدیریت دانش از طریق منابع دانش بر جنبه های مختلف مدیریت ارتباط با مشتری یعنی رضایت مشتری، وفاداری مشتری، جذب مشتری و تعامل با مشتری اثر مثبت و معنی داری دارد. بر اساس یافته ها بیشترین اثرگذاری مدیریت دانش بر رضایت مشتری بوده و متغیرهای وفاداری ، جذب و تعامل با مشتری در درجات بعدی قرار دارند.
This article studies the effects of knowledge management on customer relationship management. Our research method is descriptive and survey in nature. The statistical population is composed of all the employees serving in all the branches of Refah Bank across Kurdistan totaling 180 people. In this study, we applied Principal Components Analysis (PCA) and structural relations (LISREL) to explore the factors and expand the items of our questionnaire. Our data were analyzed through path analysis and the Model of Structural Equations. The findings of our research indicate that knowledge management has got some positive and meaningful effects on different aspects of managing relations with customers (i.e., customer satisfaction, customer loyalty, customer absorption, and interaction) through knowledge resources. According to our findings, the highest rate of effectiveness of knowledge management has been on customer satisfaction followed by other variables including customer loyalty, absorption, and interaction with customer, respectively.
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Afraza, A. (2004). Knowledge Management (Concepts, Models, Measurement and Implementation). Tehran: Moallef Publication, (In Persian).
Al-Badawi, A., & Ekhlasi, A. (2006). Implementing Customer of Relationship with Management Systems. Commercial Reviews, 92-100, (In Persian).
Alem Tabriz, A., & Mohammad Rahimi, A. (2008). Knowledge Management and Organizational Resource Planning. Tehran: Saffar Publication, (In Persian).
Gholamian, M. R., Ebrahimi, B., & Khajeh Afzali, M. (2006). Customer Relationship with Management. Tadbir, 178, (In Persian).
Han ,sung, yong (2009),"productivity in the service sector in Korea and cases of KM",pp10
Hassanzadeh, M., Fatemi, S. A., & Omrani, S. E. (2009). Knowledge and Information Science Management: Links and Interactions. The Scientific Conference, (In Persian).
Hooman, H. A. (1987). Structural Equation Modeling Using Laser Software. Tehran: Samt Publication, (In Persian).
Jennex, Murry. (2008),''Knowledge management: Concepts, methodologies, tools, and Applications. New York: Information Science reference (6vols).
Kalantari, Kh. (1988). Modeling Structural Equations in Socio-Economic Research. Tehran: Farhang Saba Publication, (In Persian).
Khaki, G. R. (1989). Research Method in Management. Tehran:Tehran Azad University, (In Persian).
Lin, Y., Chien, S., & Su, H. Y.(2006)," A knowledge-enabled procedure for customer relationship management". Industrial Marketing Management, pp.446 – 456.
Michael, S. A. (2004), "Criteria for measuring Knowledge Management Efforts in Organaizations". The George Washington University.
Manning, Nadia, Pels, Jaup. (2009), ”knowledge management”, Development Journal, vol,5,No,31-34
Plessis, M. d., & Boon, J. A. (2004)," Knowledge management in eBusiness and customer relationship management: South African case study findings". International Journal of Information Management, pp.73-86.
Proust, G., Robb, S., & Romhardet, K. (2006). Knowledge Management. Tehran: Yastaron Publication, (In Persian).
Retna, S Kala & Tee NG Pak, (2011), " Communities of practice: dynamics and success factors". Leadership & Organization Development Journal Vol. 32 No. 1, pp. 41-59.
Salehi Sedghiani, J., & Akhavan, M. (2006). Customer Relationship with Management. Hesabdar Magazine, (In Persian).
Shieu, Y., Chang, C., Yang, S. and Chen, C. (2010), “Organizational knowledge transfer within multinational corporations”, Journal of Chinese Entrepreneurship, Vol. 2 No. 1, pp. 76-92.
Vakili Fard, H. R., Maran Jouri, M., & Ali Khani, R. (2008). Understanding Customer Relationship with Management. Hesabdari Magazine, 69-75, (In Persian).
Wei-Tsong Wang, (2009) ,"Knowledge management adoption in times of crisis", National Science Council, Taiwan, Vol. 109 No. 4 445-465.
Yu, S.-H., Kim, Y.-G., & Kim, M.-Y. (2007), " Do we know what really drives KM performance?" journal of knowledge management, pp.39-53.
_||_Abtahi, S. H., & Salavati, A. (2006). Knowledge Management in the Organization. Tehran: Peyvan Publication, (In Persian).
Afraza, A. (2004). Knowledge Management (Concepts, Models, Measurement and Implementation). Tehran: Moallef Publication, (In Persian).
Al-Badawi, A., & Ekhlasi, A. (2006). Implementing Customer of Relationship with Management Systems. Commercial Reviews, 92-100, (In Persian).
Alem Tabriz, A., & Mohammad Rahimi, A. (2008). Knowledge Management and Organizational Resource Planning. Tehran: Saffar Publication, (In Persian).
Gholamian, M. R., Ebrahimi, B., & Khajeh Afzali, M. (2006). Customer Relationship with Management. Tadbir, 178, (In Persian).
Han ,sung, yong (2009),"productivity in the service sector in Korea and cases of KM",pp10
Hassanzadeh, M., Fatemi, S. A., & Omrani, S. E. (2009). Knowledge and Information Science Management: Links and Interactions. The Scientific Conference, (In Persian).
Hooman, H. A. (1987). Structural Equation Modeling Using Laser Software. Tehran: Samt Publication, (In Persian).
Jennex, Murry. (2008),''Knowledge management: Concepts, methodologies, tools, and Applications. New York: Information Science reference (6vols).
Kalantari, Kh. (1988). Modeling Structural Equations in Socio-Economic Research. Tehran: Farhang Saba Publication, (In Persian).
Khaki, G. R. (1989). Research Method in Management. Tehran:Tehran Azad University, (In Persian).
Lin, Y., Chien, S., & Su, H. Y.(2006)," A knowledge-enabled procedure for customer relationship management". Industrial Marketing Management, pp.446 – 456.
Michael, S. A. (2004), "Criteria for measuring Knowledge Management Efforts in Organaizations". The George Washington University.
Manning, Nadia, Pels, Jaup. (2009), ”knowledge management”, Development Journal, vol,5,No,31-34
Plessis, M. d., & Boon, J. A. (2004)," Knowledge management in eBusiness and customer relationship management: South African case study findings". International Journal of Information Management, pp.73-86.
Proust, G., Robb, S., & Romhardet, K. (2006). Knowledge Management. Tehran: Yastaron Publication, (In Persian).
Retna, S Kala & Tee NG Pak, (2011), " Communities of practice: dynamics and success factors". Leadership & Organization Development Journal Vol. 32 No. 1, pp. 41-59.
Salehi Sedghiani, J., & Akhavan, M. (2006). Customer Relationship with Management. Hesabdar Magazine, (In Persian).
Shieu, Y., Chang, C., Yang, S. and Chen, C. (2010), “Organizational knowledge transfer within multinational corporations”, Journal of Chinese Entrepreneurship, Vol. 2 No. 1, pp. 76-92.
Vakili Fard, H. R., Maran Jouri, M., & Ali Khani, R. (2008). Understanding Customer Relationship with Management. Hesabdari Magazine, 69-75, (In Persian).
Wei-Tsong Wang, (2009) ,"Knowledge management adoption in times of crisis", National Science Council, Taiwan, Vol. 109 No. 4 445-465.
Yu, S.-H., Kim, Y.-G., & Kim, M.-Y. (2007), " Do we know what really drives KM performance?" journal of knowledge management, pp.39-53.
