بررسی تأثیر مدیریت دانش مشتری بر تبلیغات توصیه ای با در نظرگیری نقش میانجی وفاداری مشتری (مورد مطالعه: صنعت بانکداری)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشیار گروه اقتصاد و مدیریت دارو، دانشکده داروسازی، دانشگاه علوم پزشکی شهید بهشتی

10.52547/jbmp.19.44.42

چکیده

هدف: امروزه دانش مشتری نقش قابل‌توجهی در کسب مزیت رقابتی برای سازمان‌ها ایفا می‌کند، با توجه به پویایی و پیچیدگی محیط سازمان‌ها و همچنین انتظارات رو به رشد مشتریان، شناخت مشتریان یک اصل ضروری است. ازاین‌رو مدیریت دانش مشتری موضوع حائز اهمیتی بوده که مستلزم توجه خاص سازمان‌ها است. هدف از مطالعه حاضر بررسی رابطه بین ادراک مشتریان نسبت به اقدامات مؤسسات درزمینۀ فرایند مدیریت دانش مشتری از قبیل تبادل دوطرفه دانش با مشتریان و تبلیغات توصیه‌ای با توجه به نقش میانجی وفاداری مشتری هست.
روش: به‌منظور سنجش ادراک مشتریان از فرایند مدیریت دانش مشتری از سه بعد دانش برای مشتری، دانش از مشتری و دانش درباره مشتری استفاده شده است. پس از مطالعه ادبیات مرتبط با موضوع پژوهش، پرسشنامه مناسب تهیه و در میان مشتریان شعب بانک‌های خصوصی در تهران توزیع گردید. به‌منظور تجزیه‌وتحلیل داده‌های جمع‌آوری‌شده از نرم‌افزار Smart-Pls و همچنین SPSS 22 استفاده ‌شده است.
یافته‌ها: یافته‌های پژوهش حاکی از آن است که مدیریت دانش مشتری با توجه به نقش میانجی وفاداری مشتری، دارای تأثیر مثبت و معناداری در تحریک تمایل مشتری به انجام تبلیغات توصیه‌ای درباره سازمان هست.
نتیجه‌گیری: با توجه به اینکه وفاداری مشتری رابطه بین مدیریت دانش مشتری و تبلیغات توصیه‌ای را میانجی‌گری می‌کند، مدیریت دانش مشتری ابزاری سودمند برای سازمان‌ها است که به‌وسیله آن می‌توانند از راه‌های مختلف از قبیل بهبود محصولات و خدمات، وفاداری مشتریان را افزایش دهند و از این طریق تمایل مشتریان به ارائه تبلیغات شفاهی در سطح جامعه را افزایش دهند.

کلیدواژه‌ها

عنوان مقاله [English]

Exploring the Effect of customers’ perception toward company’s efforts to transact knowledge with customers on Word of Mouth (The Case of Iran’s Banking Industry)

نویسندگان [English]

  • mohammad moradi 1
  • gholamhosein mehralian 2
1 Ph.D. Candidate of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
2 Associate Prof., Department of Pharmacoeconomics and Pharma Management, School of Pharmacy, Shahid Beheshti University of Medical Sciences
چکیده [English]

Objective: today, customer knowledge plays a significant role in gaining competitive advantage for organizations, according to the dynamism and complexity of the organization’s environment and also growing expectations of customers, customers’ recognition is an essential principle. Hence, transacting knowledge with customers is a matter of great importance which requires special attention of organizations. The purpose of the current study is to explore the relationship between customers’ perception of the company’s performance in the field of customer knowledge management process (such as mutual knowledge exchange with customers, sharing product and sharing knowledge with customer and gaining customer’s knowledge) and word of mouth.
Methodology: In order to measure customers’ perception of the customer knowledge management process, three dimensions have been used, including: knowledge for customer, knowledge from customer and knowledge about customer. After studying the theoretical background, an appropriate questionnaire has been designed and distributed among the customers of private banks in Tehran. Also in order to analysis the gathered data, Smart-PLS software have been used.
Findings: The results indicate that, customers’ positive perception of company’s knowledge management efforts has a positive and significant influence on customer willingness to spread positive words.
Conclusion: As customer loyalty mediate the relationship between customer knowledge management and Word of mouth, customer knowledge management could be a useful tool for organizations to improve customer loyalty and consequently increase customer’s inclinations to spread word of mouth.

کلیدواژه‌ها [English]

  • customer knowledge management
  • Customer Loyalty
  • Word-of-Mouth

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  • تاریخ دریافت: 27 بهمن 1399
  • تاریخ بازنگری: 30 اسفند 1399
  • تاریخ پذیرش: 02 فروردین 1400

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