تأثیر مدیریت ارتباط با مشتری بر عملکرد سازمانی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استادیار، دانشگاه علم و صنعت (نویسنده مسئول).

2 ** دانشجوی دکتری، دانشکده مهندسی پیشرفت، دانشگاه علم و صنعت

3 دانش آموخته کارشناسی ارشد، دانشگاه علم و صنعت ایران.

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.

کلیدواژه‌ها

مراجع

  1. Abdullateef, A. O., Mokhtar, S. S., & Yusoff, R. Z. (2010). The impact of CRM dimensions on call center performance. International Journal of Computer Science and Network Security, 10(12), 184-195.
  2. Akroush, M. N., Dahiyat, S. E., Gharaibeh, H. S., & Abu-Lail, B. N. (2011). Customer relationship management implementation: an investigation of a scale's generalizability and its relationship with business performance in a developing country context. International Journal of Commerce and Management, 21(2), 158-190.
  3. Ang, S., Van Dyne, L., Koh, C., Ng, K. Y., Templer, K. J., Tay, C., & Chandrasekar, N. A. (2007). Cultural intelligence: Its measurement and effects on cultural judgment and decision making, cultural adaptation and task performance. Management and organization review, 3(3), 335-371.
  4. Anuforo, R. Ogungbangbe, M. B. Edeoga, G. (2015) A Study of the Impact of Customer Relationship Management on Bank Growth in Nigeria. Journal of Social Economics. Vol. 2, No. 4, 2015, 177-187.
  5. Babaee. MA. & Shafaee, N. (2011). The relationship between technological advantage of opportunities and factors affecting the financial performance of branch managers in banks. Journal of Business Management Perspective, 12(4), p 171-188. (In Persian).
  6. Borsaly, A. EI. (2014). The Effect of Customer Relationship Management on organizations performance and Competitive Advantage-Effect of Process and Information Technology. Proceedings of 9th International Business and Social Science Research Conference, 6 - 8 January, Novotel World Trade Centre, Dubai.
  7. Camgöz-Akdag, H., & Zineldin, M. (2010). Quality of health care and patient satisfaction: An exploratory investigation of the 5Qs model at Turkey. Clinical Governance: An International Journal, 15(2), 92-101.
  8. Chang, H. H., Wong, K. H., & Fang, P. W. (2014). The effects of customer relationship management relational information processes on customer-based performance. Decision Support Systems, 66, 146-159.
  9. Charles, A. T. (2013). Impact of Customer Relationship Management on Perceived Bank Performance in Oyo Town, Nigeria. International Business and Management, 6(2), 137-146.
  10. Chung, S. & Shan, L. (2012). Customer relationship management and firm performance: an empirical study of freight forwarder services. Journal of Marine Science and Technology, 20(1), 64-72.
  11. Danaee, H. & Mahmoudi Meimandi, M. & Hosseini, MH, & Vazir Zanjani, HR. (2010). Developing models to evaluate customer relationship management. "Journal of Business Research, 16(64), 149-186. (In Persian)
  12. Duńu, C., & Hălmăjan, H. (2011). The effect of organizational readiness on CRM and business performance. Int. J. Comput, 5, 106-114.
  13. ElKordy, M. (2014). The Impact of CRM Capability Dimensions On Organizational Performance. European Journal of Business and Social Sciences, 2(10), 128-146.
  14. Guo, Y. C., & Niu, D. X. (2007, August). A knowledge-based intelligent system for power customer service management. In Machine Learning and Cybernetics, 2007 International Conference on (Vol. 5, pp. 2925-2930). IEEE.
  15. Haji Karimi, A, & Karim Nezhad, E. (2015). The impact of knowledge management on organizational variables and successfully implement customer relationship management. Journal of Business Management Perspective, 22(2), p 123-139. (In Persian).
  16. HasanGholipour, T., SeyyedJavadin, SR., Rousta, A. & Khanlari, A. (2010). Customer relationship management framework in the private commercial banks with the approach of cognitive map. Journal of Business Management Perspective, 7(3), p 73-93. (In Persian).
  17. Jayachandran, S., Sharma, S., Kaufman, P., & Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192.
  18. Kim, H. S., & Kim, Y. G. (2009). A CRM performance measurement framework: Its development process and application. Industrial Marketing Management, 38(4), 477-489.
  19. Loh, B. K., Koo, K. L., Ho, K. F., & Idrus, R. (2011). A review of customer relationship management system benefits and implementation in small and medium enterprises. Mathematics and Computers in Biology, Business and Acoustics, 12th WSEAS International Congference on Mathematics and Computers in Biology and Chemistry, Transilvania, University of Brasov, Romania.
  20. Mir Aghaee, S. M. & Shabani, V. & Ghanbari Barzian, A. & Shabani, V. (2013). Effect of Customer Relationship Management (CRM) on the overall performance of financial institutions in Tehran province. "First International Conference on Economics, Management, Accounting and Social Sciences, Rasht, Iran”. (In Persian)
  21. Mohammed, A. A., Rashid, B. B., & Tahir, S. B. (2014). Customer relationship management (CRM) Technology and organization performance: is marketing capability a missing link? an empirical study in the malaysian hotel industry. Asian Social Science, 10(9), p197.
  22. Mohammed, A. A., & Rashid, B. (2012). Customer Relationship Management (CRM) in Hotel Industry: A framework proposal on the relationship among CRM dimensions, Marketing Capabilities, and Hotel performance. International Review of Management and Marketing, 2(4), 220-230.
  23. Moradi, M, Vali pour, MA., Yakideh K., Safar Doust, A. & Abdelahian, F. (2012). The Role of the absorption capacity of the innovative performance of organizations (case study: pharmaceutical companies and insurance companies in the Tehran Stock Exchange). Journal of Business Management Perspective, 13(1), p 79-102. (In Persian).
  24. Namjoyan, M. & Esfahani, A. N., & Haery, F. A. (2013). Studying the Effects of Customer Relationship Management on the Marketing Performance (Isfahan Saderat Bank as a case Study). International Journal of Academic Research in Business and Social Sciences, 3(9), 302.
  25. Neely, A., Adams, C., & Kennerley, M. (2002). The performance prism: the scorecard for measuring and managing stakeholder relationship. Financial times Prentice Hall, London.
  26. Reynolds, J. (2002). A practical guide to CRM: building more profitable customer relationships. Focal Press.
  27. Richards, K. A., & Jones, E. (2008). Customer relationship management: Finding value drivers. Industrial marketing management, 37(2), 120-130.
  28. Rouholamini, M., & Venkatesh, S. (2011). A Study of Customer Relationship Management Iranian Banking Industry. International Journal of Information Technology and Knowledge Management, 40(2), 723-729.
  29. Sadek, H. & Youssef, A. & Ghoneim, A. & Tantawy, P. (2012). Measuring the effect of customer relationship management (CRM) components on the non-financial performance of commercial banks: Egypt case.
  30. Shavazi, E. T., Moshabaki, A., Hoseini, S. H., & Naiej, K. A. (2013). Customer relationship management and organizational performance: A conceptual framework based on the balanced scorecard (Study of Iranian banks). IOSR Journal of Business and Management, 10(6), 18-26.
  31. Shekarchi zadeh Esfahani, AR. & Nili, M. & Hamzeh Lou, A. & Karimi, R. (2013). The relationship between customer relationship management and organizational performance in state-run companies. "Journal - The New Marketing Research, 4(1), 107-118. (In Persian)
  32. Taher pour Kalantari, H. & Tayebi Toloee, A. (2009). The relationship customer relationship management (CRM) functionality. "Vision of Business Administration, 9(1), 109-122. (In Persian)
  33. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252.
  34. Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50(1), 115-129.
  35. Wongsansukcharoan, J. & Trimetsoontorn, J. & Fongsuwan, W. (2015) Social CRM, RMO and business strategies affecting banking performance effectiveness in B2B context. ", Journal of Business & Industrial Marketing, Vol. 30 Iss: 6, pp. 742 - 760
  36. Wu, S. I., & Lu, C. L. (2012). The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31(1), 276-285.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 15 اسفند 1395
  • تاریخ بازنگری: 25 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار