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تأثیر مدیریت ارتباط با مشتری بر عملکرد سازمانی
علی بنیادی نائینی, سیروس امیر قدسی, ندا خیبری

چکیده

چکیده

      در پژوهش حاضر تأثیر مدیریت ارتباط با مشتری بر عملکرد سازمانی در شعب «بانک اقتصاد نوین» بررسی می‌شود. این پژوهش، کاربردی و از نظر روش، توصیفی - پیمایشی است. جامعه آماری شامل کارکنان «بانک اقتصاد نوین» به تعداد 3140 نفر است که تعداد 342 نفر به روش نمونه‌گیری تصادفی ساده و با استفاده از جدول مورگان انتخاب شدند. ابزار پژوهش پرسشنامه است که روایی آن با استفاده از روش روایی تحلیل محتوا و پایایی آن با استفاده از آزمون آلفای کرونباخ با ضریب 973/0 و 918/0 برای دو متغیر مدیریت ارتباط با مشتری و عملکرد سازمانی تأیید شد. نتایج نشان داد که متغیر مدیریت ارتباط با مشتری با مقدار بتای 89/0 بر عملکرد سازمان تأثیر معناداری دارد؛ همچنین مؤلفه‌های فناوری اطلاعات، کاربرد مدیریت دانش، پاسخ به مشتری، تعامل سودمند، فرایند CRM، سازمان‌دهی CRM و مشتری‌محوری دارای تأثیر معناداری بر عملکرد سازمانی هستند. از میان مؤلفه‌های متغیر مدیریت ارتباط با مشتری، مؤلفه سازمان‌دهی CRM (شدت تأثیر برابر با 807/0)، بیشترین تأثیر و مؤلفه فناوری اطلاعات (شدت تأثیر برابر با 474/0) کمترین تأثیر را بر عملکرد سازمانی دارد.

واژگان کلیدی
مدیریت ارتباط با مشتری؛ عملکرد سازمانی؛ بانک؛ رضایت مشتری؛ الگو معادلات ساختاری.

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