نوع مقاله : مقاله پژوهشی

نویسندگان

• منیژه حقیقی نسب ¹
• حمیدرضا یزدانی ²
• مروارید مدائنی ³

¹ دانشیار مدیریت بازاریابی، دانشگاه الزهرا (س). تهران.

² استادیار مدیریت منابع انسانی، پردیس فارابی دانشگاه تهران.

³ کارشناس ارشد مدیریت بازاریابی، دانشگاه الزهرا (س تهران)

کلیدواژه‌ها

• مدیریت روابط با مشتری ـ بازار گرایی ـ فرآیندهای یادگیری سازمانی ـ کیفیت داده ـ عملکرد

عنوان مقاله [English]

Effect of Organizational Learning Process on CRM Data Quality and Organizational Performance

نویسندگان [English]

• Manijeh Haghighinasab ¹
• Morvarid Madaeni ²
• Morvarid Madaeni Madaeni ³

¹  Associate Professor in Marketing - Alzahra University, Tehran, Iran.

²  Associate Professor in Marketing - Alzahra University, Tehran, Iran.

³ Master of Marketing Management - Alzahra University Tehran

چکیده [English]

This research is going to examine the effects of organizational learning processes on CRM success. For this purpose, we used organizational learning theory and its relationship with market orientation to examine how internal policies, activities and internal relationships effect on the quality of customer data in the CRM database. Statistical populations of this research were the experts and executives of IT and marketing department in 5 Iranian banks including: Mellat, Keshavarzi, Tejarat, Melli and Sepah. The research method applied in this study is descriptive and data was analyzed using structural equation modeling technique. In this research we used Peltier et al Model presented in 2013. The main findings show that the effect of the functional learning processes (data sharing) on the data quality is positive and significant. But the effects of cross functional learning processes (Marketing and IT collaboration and integration) and organizational learning processes (organizational culture committed to a shared vision of CRM data) on the data quality is not significant. Also, CRM data quality has positive effect on customer performance, but non-significant impact on business performance.
 

کلیدواژه‌ها [English]

• CRM
• Market Orientation
• Organizational Learning Processes
• Data Quality
• Performance