تحلیل اثر ابعاد مدیریت ارتباط با مشتری بر موفقیت آن در سازمان‌های خدماتی با رویکرد فراتحلیل

نوع مقاله : پژوهشی اصیل

نویسندگان
سجاد پاشایی 1
فاطمه عبدوی 2
یعقوب بدری آذرین 2
سالواتور سین سیمنیو 3
مجاهد فیشنه 4
1 دکترای تخصصی، گروه مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
2 دانشیار، گروه مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی، دانشگاه تبریز، تبریز، ایران.
3 استاد، گروه اقتصاد،مدیریت و آمار دانشگاه پالرمو، پالرمو، ایتالیا
4 استادیار، گروه مدیریت ورزشی، دانشکده تربیت‌بدنی و علوم ورزشی دانشگاه جمهوریت، سیواس، ترکیه.
چکیده
در چند سال اخیر واژه مدیریت ارتباط با مشتری توجه فراوانی را در حوزه بازاریابی و تجارت به خود جلب کرده است. پژوهش حاضر با هدف تحلیل اثر ابعاد مدیریت ارتباط با مشتری بر موفقیت آن در سازمان‌های خدماتی با رویکرد فراتحلیل انجام شد. به ‌ا‌ین‌ منظور از بین 62 پژوهش انجام‌شده (از سال 1393 تا 1398)، 18 پژوهش که از لحاظ روش­شناختی و هدف پژوهش مورد قبول بود، انتخاب و تحلیل متاآنالیز روی آنها انجام شد. ابزار پژوهش عبارت از فهرست بازرسی متاآنالیز بود. یافته‌ها نشان داد که سوگیری انتشار در پژوهش‌های تحلیل‌شده نامشهود است. همچنین اندازه تأثیر ابعاد مدیریت ارتباط با مشتری بر موفقیت مدیریت ارتباط با مشتری در سازمان‌های خدماتی 59/0 یافت شد (0.001 Sig:). بر‌ این‌ اساس، مشتری‌مداری (با اندازه اثرگذاری 601/0) و رضایت‌مندی مشتریان (بااندازه اثرپذیری 65/0) بیشترین تأثیر را در مدیریت ارتباط با مشتری داشتند. این اندازه اثر براساس جدول کوهن در حد زیاد قرار دارد. نتیجه می­گیریم کسب­و­کارها بر پایه مشتری­مداری و رضایتمندی مشتریان استوار است به‌گونه‌ای که گسترش و ارایه خدمات، بدون در نظر گرفتن این اصل نه تنها مشکل، بلکه غیر ممکن است. بنابراین سازمان‌های خدماتی باید همه فعالیت‌ها و توانمندی‌های خود را متوجه رضایت مشتری کنند، چراکه مشتریان تنها منبع برگشت سرمایه محسوب می‌شوند.
کلیدواژه‌ها
موفقیت سازمانی
سازمان‌های خدماتی
مدیریت ارتباط با مشتری
فراتحلیل

موضوعات

عنوان مقاله English

Analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach

نویسندگان English

Sajjad Pashaie 1
Fatemeh Abdavi 2
Yaghob BadriAzarin 2
Salvatore Cincimino 3
Mücahit Fişne 4
1 Ph.D. Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran.
2 Associate Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz, Tabriz, Iran.
3 Professor, Department of Economics, Management and Statistics, University of Palermo, Palermo, Italy.
4 Assistant Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Cumhuriyet, Sivas, Turkey.
چکیده English

In recent years, the term "customer relationship management" has attracted much attention in the field of marketing and commerce. This study aimed to an analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach. For this purpose, from 62 studies (from 2014 to 2018), 18 methodological and research objectives were accepted and meta-analysis was carried out on them. The research tool was a meta-analytic checklist. The findings showed that the propagation bias in the analyzed analysis is intangible. Also, the size of the impact of customer relationship management dimensions on the success of customer relationship management in service organizations was found to be 0.59 (Sig: 0/001). Accordingly, customer orientation (with an influence size of 0.601) and customer satisfaction (with a dependence size of 0.65) had the greatest impact on customer relationship management. The effect size according to Cohen's table is too high. We conclude that businesses are based on customer orientation and customer satisfaction so that the development and provision of services without considering this principle is not only difficult but impossible. Therefore, service organizations should focus all their activities and capabilities on customer satisfaction, because customers are the only source of return on investment. However, competitive markets today require all organizations to be customer-oriented.

کلیدواژه‌ها English

Organizational success
service organizations
customer relationship management
Meta-analysis
[1]. Verhoef C P, Donkers B. Predicting customer potential value an application in the insurance industry. Decision Support Systems. 2001; 32: 189-199.
[2]. Al-Badawi A, Haji Zamani A. A model for customer relationship management in Iran, Case Study of Homa Airlines, Fourth International Industrial Engineering Conference, 2006; 1-25. (In Persian).
[3]. Wu L, Hung Ch, Yi C. A strategy-based process for effectively determining system requirements in E-CRM Development. Information & Software Technology. 2009; 51(1): 1308-1318.
[4]. Stock RM, Hoyer WD. An attitude-behavior model of salespeople’s customer orientation”, Journal of the Academy of Marketing Science, 2005; 33(1): 536-552.
[5]. Zeithaml VA. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence, Journal of Marketing. 1988; 52(2): 2-22.
[6]. Allan Y and Lun S. Customer satisfaction measurement practice in Taiwan Hotes, International journal of hospitality management. 2004; 20-100.
[7]. Kumar V, Reinartz W. Customer relationship management: Concept, strategy, and tools. Springer Science & Business Media. 2012; 1-58.
[8]. Parasuraman A. Reflections on gaining competitive advantage through customer value, Journal of the Academy of Marketing Science. 1997; 25(2): 154-61.
[9]. Woodruff, R.B. Customer value: the next source for competitive advantage", Journal of the Academy of Marketing Scienc, 1997; 24(1): 139-53.
[10]. Zeithaml V.A., Berr L, Parasuraman A. The behavioral consequences of service quality", Journal of Marketing. 1990; 60(2): 31-46.
[11]. Slater S.F. Developing a customer value-based theory of the firm, Journal of the Academy of Marketing Science. 1997; 25(2): 162-7.
[12]. Jensen H.R. Antecedents and consequences of consumer value assessments: implications for marketing strategy and future research, Journal of Retailing and Consumer Services. 2001; 8(6):299-310.
[13]. Buttle. F. Customer Relationship management concepts and Tools. 12(1), 2004, 1-7.
[14]. Katler P and Gary A. Principles of Marketing, Translated by Bahman Faroozandehpour, 7th Edition. 2008.
[15]. Hendricks, K.B. and Singhal, V.R. Firm characteristics, total quality management, and financial performance, Journal of Operations Management. 2001; 19(1): 269-85
[16]. Sayyaf, M. Systems and the Future of Knowledge Management, Tadbir Monthly. 2012; 171. (In Persian)
[17]. Heidarzadeh K, Zende Dell A, Soltani H, A. Journal of Economics and Management. 2006; 66(1): 45 - 58(In Persian).
[18]. Abdavi F, Pashaei S. Investigating the Factors Affecting the Success of Customer Relationship Management by Considering the Interventions of Organizational Factors in the Sports Services of Hotels in Iran. Sport management. 2016; 8(6): 923-940. (In Persian)
[19]. Alemu MK and Zewdu LT. The effect of customer relationship management on bank performance: In context of commercial banks in Amhara Region, Ethiopia. Cogent Business & Management. 2018; 5(1): 149-910.
[20]. Moharramzadeh M, Pashaie S, Hosseini D. The Impact of Customer Relationship Management on Satisfaction and Loyalty of Customers Referred to Sports Facilities. Communication Management in Sports Media. 2019; 6(4): 67-76.
[21]. Foster B. Service Quality Effect on Loyalty Customer with Customer Satisfaction as an Intervening Variable, International Journal of Business & Management Science. 2019; 9(1): 99-112.
[22]. Bhat S., Darzi M. Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty. International Journal of Bank Marketing. 2016; 34 (3): 388 - 410.
[23]. Moreno A, Garrido M, Antonio P. Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management. 2018; 31:437– 444.
[24]. Pashaei, S, Abdavi, F. Investigating the Mediating Role of Organizational Factors in the Success of CRM with Sports Customers. Sports Management and Development Quarterly. 2018; 6(3): 21. (In Persian)
[25]. Kim H.S, Kim Y.G.. A CRM performance measurement framework: its development process and application”, Industrial Marketing Management. 2009; 38(4):477-89.
[26]. Parvatiyar A, Sheth J.N. The domain and conceptual foundations of relationship marketing”, in Sheth, J.N. and Parvatiyar, A. (Eds), Handbook of Relationship Marketing, Sage Publications, Thousand Oaks, CA, 2000; 3-38.
[27]. Howitt D, Cramer D. An introduction to statistics in psychology. 3rd ed. edition. (3rd Ed.). Harlow: Pearson/Prentice Hall. 2005.
پژوهش های مدیریت منابع سازمانی
دوره 11، شماره 2
شهریور 1400
صفحه 1-19