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.

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