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بررسی عوامل مؤثر بر موفقیت مدیریت ارتباط با مشتری با در نظر گرفتن اثرات واسطۀ عوامل سازمانی در بخش خدمات ورزشی هتل‌های ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی دانشگاه تبریز، ایران

2 کارشناس‌ارشد مدیریت بازاریابی ورزشی دانشگاه تبریز، ایران

چکیده

 
در مطالعۀ حاضر با اتخاذ استراتژی تحقیق پیمایشی به بررسی تأثیر عوامل مؤثر بر موفقیت مدیریت ارتباط با مشتری با در نظر گرفتن اثرات واسطۀ عوامل سازمانی پرداخته شد. جامعۀ آماری مطالعه شامل مدیران و کارکنان بخش خدمات ورزشی هتل­های شش کلان‌شهر ایران بود که از بین آنها 67 هتل به‌عنوان نمونۀ مورد مطالعه در تحقیق انتخاب شد. داده­های به‌دست‌آمده از طریق پرسشنامه و به کمک نرم‌افزار پی.ال.اس تجزیه‌وتحلیل شد. نتایج نشان داد مدل معادلات ساختاری به‌کار‌گرفته‌شده، مدل نظری قوی برای پیش­بینی موفقیت مدیریت ارتباط با مشتری است، و تمامی ابعاد مؤلفه‌های مدیریت دانش (نفوذ مدیریت دانش/ کسب مدیریت دانش/ فناوری مدیریت ارتباط با مشتری / مشتری‌مداری)، با نقش واسطه­ای عوامل سازمانی و نفوذ مستقیم تجربۀ مدیریت ارتباط با مشتری بر موفقیت مدیریت ارتباط با مشتری تأثیر معناداری داشت. بر این اساس می­توان عوامل واسطه­ای را تأثیرگذار در موفقیت مدیریت ارتباط با مشتری محسوب کرد و با تقویت آن رابطۀ نزدیک و مستمر با مشتریان را به‌منظور حفظ مشتری و مشتری‌مداری افزایش داد.

کلیدواژه‌ها

عنوان مقاله [English]

The Factors Affecting Success of Customer Relationship Management with Respect to the Mediating Effects of Organizational Factors in Sports Services Sector of Hotels of Iran

نویسندگان [English]

  • Fatemeh Abdavi 1
  • Sajjad Pashaie 2

1 Assistant Professor of Sport Management, University of Tabriz, Iran

2 MSc of Sport Marketing Management, University of Tabriz, Iran

چکیده [English]

 
In the present study, the survey research strategy was used to investigate the effect of factors influencing the success of customer relationship management (CRM) considering mediating effects of organizational factors. The population consisted of managers and employees in the sports services sector of six metropolitan hotels of Iran and 67 hotels were selected as the study sample. The data were obtained by the questionnaires and were analyzed with PLS software. The results showed that the applied structural equation modeling was a powerful theoretical model to predict the success of customer relationship management; all aspects of knowledge management (KM) components (the knowledge management influence / knowledge management achievement / customer relationship management technology / customer orientation) with the mediating role of organizational factors and direct influence of CRM experience had a significant effect on the success of customer relationship management. The CRM enhancement can increase the close and constant relationship with customers (customer attraction and customer orientation).

کلیدواژه‌ها [English]

  • Customer Relationship Management (CRM)
  • Knowledge Management
  • organizational factors
  • sports services
  • success model
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نشریه مدیریت ورزشی
دوره 8، شماره 6
اسفند 1395
صفحه 923-940
فایل ها
سابقه مقاله
  • تاریخ دریافت: 30 آبان 1394
  • تاریخ بازنگری: 25 خرداد 1395
  • تاریخ پذیرش: 25 خرداد 1395
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