بررسی تأثیر ویژگی های سازمانی بر فرایند پذیرش مدیریت ارتباط با مشتری(مورد مطالعه : خودروهای وارداتی شهر مشهد)

نوع مقاله: مقاله پژوهشی

10.22111/jmr.2011.646

چکیده

تأمین رضایت مشتری در همه­ی سازمان­ها اعم از دولتی و خصوصی و همچنین در بخش خدمات و تولید محصولات به عاملی تعیین کننده در کسب موفقیت تجاری تبدیل شده است.  بر این اساس، نمایندگی­های فعال در صنعت خودرو از این قاعده مستثنی نیستند.
     مطالعه­ی حاضر به بررسی تأثیر ویژگی­های سازمانی بر فرایند پذیرش مدیریت ارتباط با مشتری پرداخته است. در این راستا نمایندگی­های عرضه­کننده­ خودروهای وارداتی در سطح شهر مشهد به عنوان جامعه مورد مطالعه انتخاب گردید که با مشارکت تعداد 9 نمایندگی و انتخاب 54 مدیر به عنوان نمونه آماری با استفاده از روش نمونه­گیری غیراحتمالی هدفمند و از طریق اجرای پرسشنامه­ی محقق ساخته به جمع­آوری داده­ها پرداخته شد. پردازش حاصل از داده ها با استفاده از روش تحلیل­مسیر حاکی از آن است که اولاً نقش واسط درک مزایای مدیریت ارتباط با مشتری در تأثیرگذاری ویژگی­های سازمانی بر پذیرش مدیریت ارتباط با مشتری مورد تأیید است. ثانیاً یافته­ی تحقیق بر این نکته تأکید دارد که ویژگی­های سازمانی تأثیر تعیین­کننده­ای بر درک مزایا و همچنین پذیرش تکنولوژی مدیریت ارتباط با مشتری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Organizational Characteristics on CRM Adoption Process(Case of: imported cars)

چکیده [English]

Customer satisfaction is known to be the key determinant of business success in manufacturing and service organizations, both in public and private enterprises.
This study investigates the impact of organizational characteristics on adoption of customer relationship management (CRM). For this purpose, a survey research was conducted among 9 imported car dealers using a designed questionnaire. A sample of 54 from top managers of regional companies was drawn to collect research data. The results using path analysis technique showed that; perceived usefulness of CRM acts as an intervening variable between impact of organizational characteristics and adoption of CRM. The findings also revealed that organizational characteristics have a significant effect on perceived usefulness as well as adoption of customer relationship management

کلیدواژه‌ها [English]

  • : Customer Relationship Management) CRM)
  • Adoption process
  • Organizational characteristics
  • importing car dealers

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