نوع مقاله : مقاله پژوهشی
نویسنده
کارشناسی ارشد، گروه مدیریت بازرگانی، دانشگاه خلیج فارس بوشهر، بوشهر، ایران.
چکیده
امروزه بسیاری از سازمان‌ها از سیستم‌های CRM بهره می‌برند. هنگامی که یک شرکت از CRM استفاده می‌کند، قابلیت‌های سازمانی مختلفی را توسعه می‌دهد که یکی از آن‌ها، نوآوری است. از این رو، هدف این مقاله بررسی تأثیر انواع CRMیعنی CRM استراتژیک، CRM عملیاتی و CRM تحلیلی بر قابلیت نوآوری می‌باشد. این پژوهش از نظر روش و استراتژی، یک پژوهش توصیفی - پیمایشی است. پرسشنامه بین 180 نفر نمونه از جامعه آماری شامل کلیه کارکنان بخش فروش کارخانجات و شرکت‌های تولیدی و خدماتی مستقر در شهرک صنعتی بزرگ شیراز که به روش تصادفی ساده انتخاب شده بودند، توزیع گردید. ابزار گردآوری داده‌ها، پرسشنامه‌های استاندارد بوده که روایی و پایایی آن‌ها مورد سنجش قرار گرفت و تأیید گردید. داده‌های گردآوری شده از طریق نرم‌افزارهای SPSS24 و SMART PLS3 تجزیه‌وتحلیل گردید. نتایج پژوهش، نشان دهنده تأثیر مثبت و معنادار CRM استراتژیک، CRM عملیاتی و CRM تحلیلی بر قابلیت نوآوری بوده است.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Impact of Strategic CRM, Operational CRM and Analytical CRM on Innovation Capability
نویسنده [English]
- Majid Heydari
M.A, Department of Business Administration, Persian Gulf University, Bushehr, Bushehr, Iran.
چکیده [English]
Many organizations today use CRM systems. When a company uses CRM, it develops various organizational capabilities, one of which is innovation. Therefore, the purpose of this article is to investigate the impact of CRM types, ie strategic CRM, operational CRM and analytical CRM on innovation capability. This research is a descriptive-survey research in terms of method and strategy. The questionnaire was distributed among 180 sample members of the statistical population, including all employees of the sales department of factories and production and service companies located in the large industrial town of Shiraz, who were selected by simple random sampling. Data collection tool was a standard questionnaire whose validity and reliability were assessed and confirmed. The collected data were analyzed by SPSS24 and SMART PLS3 software. The results showed a positive and significant effect of strategic CRM, operational CRM and analytical CRM on innovation capability.
کلیدواژه‌ها [English]
- CRM
- Strategic CRM
- OPERATIONAL CRM
- Analytical CRM
- Innovation Capability
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