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

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه آزاد اسلامی واحد تهران جنوب

2 دانشگاه آزاد اسلامی واحد سنندج

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 1
  • naser azad 1
  • Adel fatemi 2
1 South Tehran Branch,Islamic Azad University /Tehran
2 Islamic Azad University /sanandaj, 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

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سابقه مقاله

  • تاریخ دریافت: 19 آذر 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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