مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

شناسایی عوامل مؤثر بر موفقیت CRM در شرکت‌های کوچک و متوسط

نوع مقاله : استخراج از پایان نامه کارشناسی ارشد

نویسندگان
1 دانشیار گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران.
2 دانشجوی مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران.
3 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران.
چکیده
پیاده‌سازی سیستم مدیریت ارتباط با مشتری CRM در بسیاری از سازمان‌ها به‌عنوان یک راهکار تحول‌آفرین شناخته می‌شود، اما همواره با موفقیت همراه نیست و آمارها حاکی از نرخ بالای شکست پروژه های CRM و یا عدم دستیابی کامل به اهداف اولیه در پیاده سازی این پروژه ها است. درک عوامل مؤثر بر موفقیت پیاده‌سازی مدیریت ارتباط با مشتری (CRM) در سازمان‌ها، پیش‌شرطی بنیادین برای اجرای مؤثر بازاریابی هوشمند به‌شمار می‌آید. زیرا بازاریابی هوشمند نه‌تنها نیازمند داده‌های دقیق و قابل تحلیل درباره مشتریان است، بلکه وابسته به زیرساخت‌های رفتاری، سازمانی و تکنولوژیکی است که CRM فراهم می‌سازد. کسب و کارهای کوچک و متوسط به دلیل مشکلاتی مانند نبود مقیاس‌های لازم از جنبه های مختلف سرمایه، تولید و بازار، نوسانات در عرضه و تقاضا، خرید مواد اولیه در مقیاس کم، و ... همواره با چالش‌های زیادی، به ویژه در رقابت با شرکت‌های بزرگتر، مواجه بوده‌اند. بازاریابی هوشمند می تواند با تکیه بر CRM موفق، کسب و کارهای کوچک و متوسط را به قدرتی داده‌محور برای تصمیم‌گیری بهتر و رقابت با برندهای بزرگ‌تر مجهز کند. لذا هدف این پژوهش شناسایی معیارهای موفقیت CRM و روابط بین آن‌ها در شرکت‌های کوچک و متوسط است. این پژوهش از حیث هدف، کاربردی و از منظر روش، آمیخته از نوع طرح متوالی اکتشافی می‌باشد. ابتدا با مرور نظام‌مند ادبیات تحقیق و استفاده از روش فراترکیب معیارهای مؤثر بر موفقیت CRM از ادبیات موجود استخراج شدند . سپس در بخش کمی، از روش دیمتل جهت تعین اهمیت معیارها روابط بین آنها بهره گرفته شده است. از بین 43 مقاله انتخاب شده با روش فراترکیب و بررسی آنان، 12 معیار مؤثر شناسایی شدند این معیارها عبارتند از: پیاده‌‌سازی استاندادهای جهانی، تأمین نیروی انسانی، تعیین راهبرد (استراتژی)، آموزش نیروی انسانی، تغییرات اصول فناوری، به‌روزرسانی سامانه‌های مالی، تغییرات فرهنگ سازمانی، مدیریت قوی، تخصیص درست وظایف، زیرساخت مناسب IT، تعامل با مشتری و برگزاری دوره‌های ارتباط با مشتری. نتایج تکنیک دیمتل نشان داد که شاخص تعیین راهبرد دارای بیشترین اولویت در میان شاخص‌های مؤثر بر موفقیت CRM در شرکت‌های کوچک و متوسط است. پس از آن، شاخص‌های آموزش نیروی انسانی و تعامل با مشتری در رتبه‌های دوم و سوم قرار می‌گیرند.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Identifying factors affecting CRM success in small and medium-sized companies

نویسندگان English

Tayebeh Abbasnejad 1
Bahareh Rahiminejad 2
Malihe Siyavooshi 3
1 Associate Professor, Department of Industrial Management, Faculty of Management and Accounting, University of Hormozgan, Bandar Abbas, Iran.
2 3. M.Sc. Student, Department of Industrial Management, University of Hormozgan, Bandar .Abbas, Iran
3 2. Assistant Professor, Department of Business Management, University of Hormozgan, Bandar .Abbas, Iran
چکیده English

Implementing a customer relationship management (CRM) system in many organizations is recognized as a transformative solution, it is not always successful, and statistics indicate a high rate of failure of CRM projects or failure to fully achieve the initial goals in the implementation of these projects. Understanding the factors affecting the success of implementing customer relationship management (CRM) in organizations is a fundamental prerequisite for the effective implementation of smart marketing. Because smart marketing not only requires accurate and analyzable data about customers, but also depends on the behavioral, organizational, and technological infrastructure that CRM provides.
Small and medium-sized businesses have always faced many challenges, especially in competition with larger companies, due to problems such as the lack of necessary scales in various aspects of capital, production and market, fluctuations in supply and demand, purchasing raw materials on a small scale, etc. Smart marketing can, by relying on successful CRM, equip small and medium-sized businesses with data-driven power for better decision-making and competition with larger brands. Therefore, the aim of this research is to identify CRM success criteria and the relationships between them in small and medium-sized companies.
This research is applied in terms of purpose and mixed with a sequential exploratory design in terms of method. First, by systematically reviewing the research literature and using the meta-synthesis method, the criteria affecting CRM success were extracted from the existing literature. Then, in the quantitative part, the DEMATEL method was used to determine the importance of the criteria and the relationships between them.
Among the 43 articles selected by meta-synthesis and their review, 12 effective criteria were identified. These criteria include: implementing global standards, providing human resources, determining strategy, training human resources, changing technology principles, updating financial systems, changing organizational culture, strong management, proper assignment of tasks, appropriate IT infrastructure, customer interaction, and holding customer relationship courses. The results of the DEMATEL technique showed that the strategy determination index has the highest priority among the indicators affecting CRM success in small and medium-sized companies. After that, the indicators of human resources training and customer interaction are ranked second and third.

کلیدواژه‌ها English

effective criteria on CRM success
relationships between criteria in CRM
small and medium enterprises (SMEs)
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