ارائه مدل مدیریت پرتفوی مشتری (CPM) به منظور بهبود مدیریت روابط مشتری(CRM)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت بازرگانی، دانشگاه آزاد اسلامی مرکز بین الملل انزلی، انزلی، ایران.

2 دانشیار مدیریت بازرگانی با گرایش استراتژیک ، گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد رشت، رشت، ایران.

3 استادیار، گروه مدیریت بازرگانی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران

4 استادیار گروه مدیریت بازرگانی ،واحد رشت ،دانشگاه آزاد اسلامی، رشت ،ایران

چکیده

هدف تحقیق حاضر ارائه مدل مدیریت پرتفوی مشتری (CPM) به منظور بهبود مدیریت روابط مشتری(CRM) بود. پژوهش مورد نظر کاربردی و از نظر اجرا توصیفی – همبستگی است. جامعه آماری در بخش کیفی 22 مدیر بیمه و اساتید دانشگاهی با روش اشباع و نمونه گیری هدفمند بود و در بخش کمی شامل کلیه مشتربان بیمه واقع در استان تهران هستند که 384 نفر به روش تصادفی با فرمول کوکران انتخاب گردیدند.جهت گردآوری داده ها در بخش کیفی از مصاحبه و در بخش کمی از پرسشنامه استفاده شد که روایی آن با نظرات خبرگان و پایایی با آلفای کرونباخ تایید شد.به منظور تجزیه و تحلیل داده ها از تحلیل محتوای کیفی و معادلات ساختاری با نرم افزار PLS2 استفاده شد. نتایج نشان داد که ابعاد مدل شامل انگیزش مشتری،ارزش مشتری،عوامل سازمانی،تجربه مشتری،وفاداری مشتری و تصویر ذهنی مشتری هستند و مدل از برازش مناسبی برخودار است.

کلیدواژه‌ها


عنوان مقاله [English]

Providing a customer portfolio management (CPM) model to improve customer relationship management (CRM)

نویسندگان [English]

  • ali akbar jafri 1
  • Kambiz Shahroodi 2
  • Seyed Mahmoud Shabgoo Monsef 3
  • Narges Del Afrooz 4
1 PhD Student, Business Management, Islamic Azad University, Anzali International Center, Anzali, Iran.
2 Associate Professor of Business Management with Strategic Orientation, Department of Business Management, Islamic Azad University, Rasht Branch, Rasht, Iran.
3 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
4 Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
چکیده [English]

The purpose of this descriptive-correlational applied study was to provide a customer portfolio management (CPM) model to improve customer relationship management (CRM). The statistical population in the qualitative section included 22 insurance executives and professors who were selected by saturation and purposive sampling and in the quantitative section included all insurance customers in Tehran province from which 384 people were randomly selected by Cochran's formula. Data were collected in the qualitative section using interviews and in the quantitative section using questionnaires. The validity of the questionnaires was confirmed by expert opinions and their reliability was confirmed by Cronbach's alpha. Qualitative content analysis and structural equations with PLS2 software were used to analyze the data. The results showed that the dimensions of the model included customer motivation, customer value, organizational factors, customer experience, customer loyalty, and customer mental image and the model had a good fit.

کلیدواژه‌ها [English]

  • customer portfolio management (CPM)
  • customer relationship management (CRM)
  • customer value
  • services
  • insurance industry
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