مدل بلوغ فرایندی مدیریت ارتباط با مشتری با تاکید بر قابلیت‌ها

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبایی، تهران، ایران

2 استاد، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبایی، تهران، ایران

3 دانشجوی دکتری مدیریت، دانشکده حسابداری و مدیریت، دانشگاه علامه طباطبایی، تهران، ایران

چکیده

هدف مقاله حاضر، ارائه مدل بلوغی برای فرایند مدیریت ارتباط با مشتری با توجه به قابلیت‌های خاص زنجیره تامین محصولات کشاورزی ارگانیک است. این موضوع، ضمن اینکه بلحاظ نظری جدید است، متناسب با مفهوم زنجیره ارزش یعنی ایجاد ارزش طی مراحل زنجیره تامین برای مشتری نهایی است. روش جمع‌آوری داده‌ها در بخش اول، پرسشنامه‌ای شامل 31 گویه است که توسط نمونه 338 نفری از مصرف‌کنندگان محصولات کشاورزی ارگانیک پاسخ داده شد. داده‌های پرسشنامه با تحلیل عاملی اکتشافی تحلیل شده تا عوامل موثر بر تصمیم خرید مشتری استخراج شود. سپس، قابلیتهای کلی زنجیره تامین مستخرج از ادبیات، با ماتریس خانه کیفیت رویکرد QFD، بر اساس نیازهای مصرف‌کنندگان رتبه‌بندی و سطوح بلوغ زیرفرایندهای مدیریت ارتباط با مشتری، مطابق چارچوب GSCF تعریف شده، چارچوب ارزیابی بلوغ شکل گرفته است. در نهایت، یک زنجیره تامین محصولات کشاورزی ارگانیک با مدل پیشنهادی ارزیابی شده است. بر اساس نیازهای مصرف‌کننده محصولات ارگانیک، قابلیت کسب اعتبار مهمترین و پس از آن بترتیب قابلیتهای کیفیت، پاسخگویی و همکاری هستند. بر اساس ارزیابی بلوغ با مدل طراحی شده، زیرفرایند اجرای قراردادهای محصول/ خدمت بیشترین نیاز به بهبود را دارد که راهکارهای بهبود این فرایند با نظر خبرگان ارائه شده است.

کلیدواژه‌ها


عنوان مقاله [English]

A CRM process maturity model emphasizing the supply chain capabilities: A case study of the organic agricultural products supply chain

نویسندگان [English]

  • Soroush Ghazinoori 1
  • Laya Olfat 2
  • Jahanyar Bamdad Soofi 1
  • Rezvan Ahadi 3
1 Associate Professor at Faculty of Management, Allameh Tabataba'i University, Tehran, Iran
2 Professor at Faculty of Management, Allameh Tabataba'i University
3 Ph.D. student, Allameh Tabataba'i University
چکیده [English]

The present study aims to develop a Customer Relationship Management Process Maturity Model based on the specific capabilities of organic products supply chains. Such an approach, being a new theoretical subject, is perfectly fitted to the value chain concept that refers to the generation of values through supply chain stages for the end customer. The data were collected using a questionnaire including 31 items answered by the consumers of organic agricultural products. Then, the obtained data were analyzed through Exploratory Factor Analysis to extract the main factors affecting the customer's purchase decision. Next, the overall capabilities of the supply chain were ranked according to the consumers’ needs in the organic agricultural supply chain using House of Quality Matrix. Then, the maturity levels of CRM sub-processes were defined according to the GSCF framework, and a maturity assessment framework was developed. Finally, the organic agricultural supply chain was evaluated using the proposed model. According to the customer preferences in an organic agricultural supply chain, credibility is the most important factor, followed by quality, accountability and collaboration. Also, maturity assessment using the model showed that the implementation of product / service contracts is most in need for improvement. Therefore, some suggestions on making improvements are proposed by experts.

کلیدواژه‌ها [English]

  • Purchase decision
  • Customer relationship management
  • Organic agricultural products
  • Capabilities
  • Process maturity model
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