فصلنامه علمی کارافن

فصلنامه علمی کارافن

طراحی الگوی مدیریت ارتباط با مشتری الکترونیک محور در بانک‌های خصوصی

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان
1 دانشجوی دکتری مدیریت، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
2 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران
3 دانشیار گروه مدیریت دولتی، واحد تهران جنوب، دانشگاه ازاد اسلامی، تهران، ایران
4 استادیار گروه مدیریت، واحد ارومیه، دانشگاه ازاد اسلامی، ارومیه، ایران
چکیده
هدف پژوهش حاضر طراحی الگوی مدیریت ارتباط با مشتری الکترونیک محور در بانک‌های خصوصی بود. روش پژوهش حاضر توصیفی - اکتشافی و ازنظر هدف نیز کاربردی بود. جامعه پژوهش در بخش کیفی شامل خبرگان صنعت بانکداری (متشکل از مدیران ارشد بانک‌ها با حداقل 10 سال سابقه کاری و صاحب‌نظران دانشگاهی حوزه بازاریابی دیجیتال با حداقل 5 سال سابقه همکاری در نظام بانکداری) بودند که تعداد 16 نفر به روش نمونه‌گیری هدفمند و بر اساس قاعده اشباع نظری انتخاب شدند. جامعه آماری بخش کمّی نیز شامل تمام کارکنان بانک‌های خصوصی شهر تهران (1172نفر) بودند که 230 نفر از آنان بر اساس فرمول کوکران به‌صورت تصادفی انتخاب شدند. ابزار گردآوری داده‌ها در بخش کیفی مصاحبه نیمه ساختاریافته و در بخش کمی پرسش‌نامه محقق ساخته بود. برای تجزیه‌وتحلیل داده‌ها در بخش کیفی از روش کدگذاری و در بخش کمّی از معادلات ساختاری با نرم‌افزار Smart Pls نسخه 2 استفاده شد. یافته‌های کیفی نشان داد شرایط علّی (عوامل سازمانی و فردی)، پیامدهای مدیریت ارتباط با مشتری الکترونیک‌محور (Electronic Customer Relationship Management) E-CRM به‌عنوان مقوله محوری پژوهش؛ عوامل محیطی به‌عنوان شرایط مداخله‌گر؛ بسترسازهای مدیریت ارتباط با مشتری به‌عنوان شرایط زمینه‌ای؛ راهبردهای موفقیت مدیریت ارتباط با مشتری به‌عنوان راهبردها و پیامدهای E-CRM به‌عنوان پیامدهای مدیریت ارتباط با مشتری شناسایی شدند. نتایج معادلات ساختاری نیز نشان داد اثربخش‌ترین راهبردها برای ارتقا مدیریت ارتباط با مشتری الکترونیک در نظام بانکی شامل پنج راهبرد کلی پیاده‌سازی مدیریت دانش مرتبط با خدمات ارتباط با مشتریان، چابک‌سازی ساختاری، ارتقای فرهنگ تکنولوژی، ارتقای مهارت‌ها و آموزش حرفه‌ای، و ارتقای سرمایه اجتماعی بودند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Designing an Electronic Customer Relationship Management Model in Private Banks

نویسندگان English

Mina Abdolalipour 1
Hossein Bodaghi Khajeh Noubar 2
Parvaneh Gelard 3
Reza Rostamzadeh 4
1 PHD student of management, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Associate Professor, Public Management Department, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 Assistant Professor, Department of Management, Urmia Branch, Islamic Azad University, Urmia, Iran
چکیده English

The present study aimed to design an Electronic Customer Relationship Management (E-CRM) model in private banks. The research was descriptive-exploratory in terms of its method and applied in terms of its purpose. The statistical population in the qualitative phase included the banking industry experts consisting of chief managers with a minimum of ten-year working experience. Sixteen experts were selected by purposeful sampling based on the theoretical saturation rule. The statistical population of the quantitative part included all employees of private banks in Tehran (1172 people), of which 230 people were randomly selected based on Cochran's formula. Semi-structured interviews and a researcher-made questionnaire constituted the data collection instruments. The coding method in the qualitative phase and structural equations modeling (SEM), run in the SMART PLs2 software, in the quantitative phase were used to analyze the data. The qualitative results led to identifying causal conditions (individual and organizational factors) and E-CRM consequences as the axial category of the research, environmental factors as the intervening conditions, E-CRM (Electronic Customer Relationship Management) fundamentals as contextual conditions, and E-CRM success strategies and consequences as the E-CRM strategies and consequences. Likewise, the SEM results revealed that the most effective strategies for E-CRM promotion in the banking system involved five general strategies, i.e., implementing knowledge management associated with customer relationship services and structural agility and promoting technological culture, professional training and skills, and social capital.

کلیدواژه‌ها English

E-CRM
E-CRM Consequences
Private Banks
Grounded Theory
Partial Least Squares
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دوره 21، ویژه نامه
علوم انسانی
زمستان 1403
صفحه 625-645

  • تاریخ دریافت 17 مهر 1401
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