شناسایی مکانیزم های توسعه فرهنگ مشتری مداری در سازمان (مورد مطالعه: سه شرکت از گروه مپنا)

نوع مقاله: مقاله پژوهشی

نویسنده

دکترای مدیریت منابع انسانی دانشکده مدیریت دانشگاه تهران

چکیده

       امروزه اکثر سازمان­ها به اهمیت مشتری مداری در حفظ جایگاهشان در بازار پی برده­اند. بنابراین یکی از اصلی­ترین موضوعات مورد توجه مدیران، توسعه رفتارهای مشتری مدارانه می­باشد. از سوی دیگر اصلی‌ترین عامل در شکل­دهی رفتارها در هر سازمانی فرهنگ سازمانی است. بنابراین توسعه فرهنگ مشتری مداری پیش زمینه بروز رفتارهای مشتری مدارانه و نهادینه ساختن این رفتارها در سازمان می‌باشد. از اینرو تحقیق حاضر درصدد شناسایی مکانیزم­های توسعه فرهنگ مشتری مداری در سه شرکت متفاوت در گروه مپنا است. این تحقیق با رویکرد آمیخته صورت گرفته است. در بخش کمی به منظور شناسایی وضعیت موجود ابعاد مختلف فرهنگ مشتری مداری 420 پرسشنامه بین کارکنان توزیع شد و در بخش کیفی با استفاده از ابزار مصاحبه، در خصوص مکانیزم­های موثر برای توسعه فرهنگ مشتری مداری، مصاحبه­های نیمه ساختار یافته‌ای با 1۷۶ نفر از کارکنان در سه شرکت صورت گرفت. ارزش مشتری مداری یکی از ارزش های بیان شده گروه مپنا است که دارای سه بعد(گوش دادن، ارتباطات و شراکت است). نتایج مرحله کمی نشان داد در هر سه شرکت، بعد گوش دادن کمترین و بعد شراکت بیشترین امتیاز را کسب کرده است. در بخش کیفی، پس از تحلیل داده­های حاصل از مصاحبه ها حدود ۱۷۳ کد استخراج شد که بر اساس تشابه و تجانس مفهومی کدها در قالب مفاهیم و در یک مرحله کلی تر در قالب ۱۰ تم فرعی و نهایتا در ۴ تم اصلی دسته­بندی شدند در نهایت چهار مکانیزم (منابع انسانی، آموزشی، ارتباطی و ترویجی) شناسایی شد.
 

کلیدواژه‌ها


عنوان مقاله [English]

Identifying the Customer Focused Culture Mechanisms in Organization

نویسنده [English]

  • Neda mohammadesmaeili
Assistant professor, Faculty of management, Tehran university
چکیده [English]

Abstract
Nowadays, most of the organizations have realized the importance of a customer-oriented approach for maintaining their position on the market; therefore, one of the main concerns of managers is the development of customer-oriented behaviors. On the other hand, the main factor in shaping behavior in any organization is organizational culture. Recognizing culture is important because it includes a set of factors that, if not understood, can eliminate any attempt to direct the behaviors toward desired goals. Thus, the development of customer-oriented culture is the first step in developing customer-oriented behaviors and institutionalizing these behaviors in an organization. The present study seeks to identify the mechanisms for developing a customer-oriented culture.
Materials and Methods :
The approach of this research is the mixed approach. By the means of questionnaire in the quantitative section, various dimensions of the customer-oriented culture were identified. Also, in the qualitative section, semi-structured interviews were conducted with 176 employees by means of interviewing tools in order to understand the effective mechanisms for developing customer-oriented culture.
Conclusion:
Finally, four types of mechanisms were identified: human resources, education, communication and promotion.

کلیدواژه‌ها [English]

  • Culture
  • customer focused
  • customer focused culture
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