طراحی مدل مدیریت ارتباط با مشتری با رویکرد کاهش ناهنجاری پس از خرید در صنعت خودروسازی ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران

2 استادیار گروه مدیریت بازرگانی دانشگاه آزاد اسلامی، واحد تهران جنوب

3 استادیار گروه مدیریت بازرگانی دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران، ایران.

4 استادیار گروه آمار دانشگاه آزاد اسلامی، واحد سنندج، تهران، ایران

چکیده

با افزایش رقابت در فضای کسب و کار،حفظ مشتریان باارزش برای سازمان ها ،اهمیت بیشتری می یابد، از اینرو سازمان ها تلاش می کنند تا با ایجاد تغییر در شیوه های تعاملی، روابط بلند مدت و ارزشمند خود با مشتریان را حفظ نمایند. هدف این پژوهش طراحی مدل مدیریت ارتباط با مشتری با رویکرد کاهش ناهنجاری های پس از خرید می باشد. این پژوهش با استفاده ازروش کیفی نظریه داده بنیاد اجرا گردیده است و داده های آن نیز از طریق مصاحبه های عمیق با خبرگان حوزه مدیریت ارتباط با مشتری در صنعت خودروسازی جمع آوری شده است. تحلیل داده ها بر اساس مراحل داده بنیاد انجام گرفت، از مصاحبه با خبرگان، مفاهیم و کدهای مربوطه استخراج گردید و نهایتاً مدلی برای تبیین عوامل اثرگذار مدیریت ارتباط با مشتری با رویکرد کاهش ناهنجاری پس از خرید ارائه شد. یافته های پژوهش نشان می دهد که مهارتهای ارتباطی کارکنان، تعهد، شفافیت سازمان و ارزش آفرینی برای مشتری، جزء علل کاهش ناهنجاری های پس از خرید مشتریان می باشند. همچنین بهبود ارتباط با مشتریان بعنوان  پیامد بکارگیری راهبرد مدیریت ارتباط با مشتری جامع با رویکرد کاهش ناهنجاری پس از خرید مشخص گردید.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach

نویسندگان [English]

  • mojtaba mohammadipour 1
  • Abdullah naami 2
  • naser azad 3
  • Adel fatemi 4
1 PhD Student in Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran
2 Assistant Professor, Department of Business Management, Islamic Azad University, South Tehran Branch
3 Assistant Professor, Department of Business Management, Islamic Azad University, South Tehran Branch, Tehran, Iran.
4 Assistant Professor, Department of Statistics, Islamic Azad University, Sanandaj Branch, Tehran, Iran
چکیده [English]

Objective: As competitiveness in the business environment grows, retaining valuable customers becomes more important for organizations, so organizations strive to maintain long-term and valuable relationships with customers by making changes in interactive practices. The purpose of this study was to design a Customer Relationship Management Model with a post-purchase dissonance reduction approach.
Metodology: This research has been conducted using qualitative method of Grounded theory and its data have been collected through in-depth interviews with experts in the field of customer relationship management in the automotive industry. The data were analyzed based on the Grounded theory steps, extracted concepts and codes, and finally a model was introduced to explain the effective factors of customer relationship management with the post-purchase dissonance reduction approach.
Finding: Research findings show that staff communication skills, commitment, transparency of the organization and value creation for the customer are some of the causes of decreasing post-purchase customer dissonance.
Conclution: Improving customer relationship was also identified as a consequence of applying a comprehensive customer relationship management strategy with with a post-purchase dissonance reduction approach.

کلیدواژه‌ها [English]

  • Customer Relationship Management
  • Post-purchase dissonance
  • cognitive dissonance

مراجع

  1. Ahmadi Abkenari, F. & Ahadzadeh Ghannad, S. (2016(. Investigating the Behavioral and Functional Characteristics of Customers of the Telecommunication Company with the Approach of Customer Relationship Management Approach Using Data Mining Methods. Journal of New Marketing Research, 6(Issue 1),221-236 (In Persian)
  2. Bazargan, A. (2015). An Introduction to Qualitative and Mixed Research Methods. Tehran: Didar Publications. (In Persian)
  3. Bolia, B., Jha, S., Jha, M. K. (2016). Cognitive Dissonance: a Review of Causes And Marketing Implications. International Refereed Research Journal, www.researchersworld.com, 7(63), 63-76.
  4. Butell, F., & Tren Bull, J. (2018). Customer Relationship Management, translation by Kambiz Heidarzadeh and Reza Radfar. Fifth Edition, Tehran: Sitte Publications. (In Persian)
  5. Clark, P. W., & Das. N. (2009). Exploring the Use of E-CRM Elements and Effective Website Design as Tools for Reducing Consumer Post[1]PurchaseCognitive Dissonance. Journal of Technology Research,1(1), 1-8.
  6. Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into practice, 39(3), 124-13.
  7. Das, D. (2012). PREMASA Model: An Integrated Approach To Customer Relationship Management. IEM International Journal of Management & Technology, 2(1), 111-118.
  8. Festinger, L. (1957). A theory of cognitive dissonance .Stanford, CA: Stanford University Press.
  9. Hill, N. (2006). Measuring Customer Satisfaction Translated by Mohammad Reza Eskandari and Manije Eskandari. Tehran: Rasa Cultural Services Institute. (In Persian)
  10. Hung-Che, W., Chiou-Fong, W., Li-Yu, T., & Ching-Chan C. (2018). What drives green brand switching behavior? Marketing Intelligence & Planning, 36(6), 694-708.
  11. Kanti Bose, T. (2012). Cognitive Dissonance Affecting Consumer Buying Decision Making: A study Based on Khulna Metropolitan Area. Journal of Management, 58(4), 508-517.
  12. Khaki, G. (2016). Grundt's Approach to Research in Theses Writing.Tehran: Fujan, Second Edition. (In Persian)
  13. Kuan, H. H., Bock, G. W. & Lee, J. (2007). A cognitive dissonance perspective of customer′s online trust in multi-channel retailers. In Proceedings of ECIS, 1(1), 13- 23.
  14. Mirzaei, K., (2016). Qualitative Research: Research, Research and Writing Research. Tehran: Foozhan Publications, First Edition. (In Persian)
  15. Nazemi, A., Gorgi, F. (2015). Customer Relationship Management from Theory to Practice with Software Reviews. Tehran: Knowledge Needs Publication, Second Edition. (In Persian)
  16. Panda, S. (2014). Post Purchase Consumer Complaint Behavior: A Review of Literature. Business Management Dynamics, 4(5), 01-07.
  17. Powers, T. L., & Jack, E. P. (2013). The influence of cognitive dissonance on retail product returns. Psychology and Marketing, 30(8), 724-35.
  18. Shahiki Tash, M. N., Kazemzadeh, E. & Sheikh Zainuddin, A. (2016). Assessment of Political Preferences (PPF): A Case Study of Iran's Automotive Industry. Quarterly Journal of Quantitative Economics, 13(2), 144-121. (In Persian)
  19. Shirazi, B., Rahimnia, F., & Mortazavi, S. (2016). The Impact of Customer Related Factors on Customer Relationship and Commitment through Adoption of Relational Marketing Programs. Business Management Perspective, (26), 69-87. (In Persian)
  20. Sota, S., Chaudhry, H., Chamaria, A., & Chauhan, A. (2018). Customer Relationship Management Research from 2007 to 2016: An Academic Literature Review, Journal of Relationship Marketing, 0(0), 1-15.
  21. Strauss, A. & Corbin, J. (1998). Basics of Qualitative Research. Techniques and Procedures for Developing Grounded Theory. Thousand Oaks, CA: SagePublications, Inc.
  22. Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Measuring cognitive dissonance: A Multi dimensional scale. Psychologyand Marketing, 17(5), 369–386.
  23. Yi, Y., & Nataraajan, R. (2018). Customer satisfaction in Asia. Psycology Marketing, 35(6), 383-487.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار