بررسی کارکرد مدیریت ارتباط با مشتری بر اساس شناخت واکنش مشتریان و ارائه الگوی لازم جهت افزایش فروش (مطالعه موردی؛ شعب موزه – کافه تارمه)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد گروه مدیریت بازرگانی، پردیس علوم وتحقیقات خوزستان، دانشگاه آزاد اسلامی، اهواز، ایران

2 استادیارگروه علم اطلاعات و دانش شناسی، واحد اهواز، دانشگاه آزاد اسلامی، اهواز، ایران

چکیده

هدف این پژوهش بررسی تأثیر ابعاد مدیریت ارتباط با مشتری بر واکنش مشتری (شامل ابعاد واکنش به قیمت، ترجیح برند، توسعه برند و قصد خرید) در موزه– کافه تارمه و ارائه الگوی مناسب با توجه به نتایج تحقیق می­باشد. دوازده فرضیه در این تحقیق مورد بررسی قرار گرفت. تحقیق از لحاظ هدف کاربردی و از لحاظ نحوه گردآوری اطلاعات
توصیفی– علّی است. جامعه آماری این پژوهش شامل مشتریان موزه-کافه تارمه در شهرستان شوشتر می­باشد. تعداد مشتریان نامشخص و نامحدود می­باشد و حجم نمونه با استفاده از فرمول کوکران 384 نفر برآورد گردید که از روش نمونه­گیری غیرتصادفی دردسترس، این تعداد افراد انتخاب گردید. ابزار گردآوری اطلاعات پرسشنامه بود که پایایی آن با آلفای کرونباخ و روایی آن با روایی همگرا و واگرا سنجیده شد. برای تحلیل داده­ها از دو نرم­افزار SPSS و PLS و آزمون توصیفی و استنباطی (آزمون نرمال بودن و مدل معادلات ساختاری) استفاده شد.  نتایج آزمون مدل معادلات ساختاری نشان داد که هر سه بعد مدیریت ارتباط با مشتری یعنی خدمات مشتری، حمایت از مشتری و حمایت بازاریابی بر چهار بعد واکنش مصرف­کننده یعنی تمایل به پرداخت قیمت بالاتر، نگرش نسبت به توسعه برند، ترجیح برند و قصد خرید تأثیر مثبت و معناداری دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Customer Relationship Management Based on the Knowledge of Customer Response and Providing a Model to Increase Sales: A Case Study of the Branches of Tarma Café-Museum

نویسندگان [English]

  • Azra Nejadfathi 1
  • Fariba Nazari 2
1 Department of Business Management, Khuzestan Science and Research Branch Islamic Azad University Ahvaz
2 Assistant Professor of Department of Knowledge and information science , Ahvaz Branch, Islamic Azad University, Ahvaz, Iran
چکیده [English]

The purpose of this study was to investigate the effect of customer relationship management on customer responses (including responses to price, brand preference, brand development and purchase intention) at Tarma Café-Museum and to present a suitable model according to the results of the research. Twelve hypotheses were investigated in this study. The research is applied in terms of its purpose and descriptive-causal in terms of data collection. The statistical population of the research included the customers of Tarma Café-Museum in the city of Shoushtar. The number of customers was uncertain and unlimited. The sample size was, hence, determined to be 386 using the Cochran formula. They were selected by a non-random sampling method. The data gathering tool was a questionnaire whose reliability was measured by Cronbach's alpha, and its validity was measured by convergent and divergent validity. The data were analyzed using the SPSS and PLS software programs as well as descriptive and inferential tests including Normality Test and Structural Equation Modeling. The results of the structural equation model test showed that all the three aspects of customer relationship management, namely customer service, customer support, and marketing support have positive and significant effects on the four dimensions of consumer reaction, including the tendency to pay higher prices, the attitude toward brand development, brand preference and intent to purchase.

کلیدواژه‌ها [English]

  • Customer relationship management
  • Price response
  • Attitude towards brand development
  • Brand preferences
  • Shopping intent
  • Tarma café-museum

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کاوش‌های مدیریت بازرگانی
دوره 11، شماره 21
شهریور 1398
صفحه 373-402

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