Document Type : Research Paper
Authors
1 MA, Faculty of Management, Islamic Azad University, Central Tehran Branch (Corresponding Author: mortezamohammady@yahoo.com)
2 Assistant Professor, Faculty of Management, Islamic Azad University, Central Tehran Branch
Abstract
The purpose of this study was to investigate the impact of electronic customer relationship management on customer satisfaction. This is a descriptive correlational study clearly based on the structural equation modeling (SEM). The participants of this study were 384 all customers who refer to the active electronic stores and benefit from their services and/or products. Participants completed the customer satisfaction Inventory (by Lee, and Turban, 2001) and the electronic customer relationship management Inventory (by Mogheimi, and Ramezani, 2011) Reliability and validity of these questionnaires was obtained. Results of the Pearson correlation showed that electronic customer relationship management and all customer satisfaction components are mutually correlated with each other (P<0/01(. Implementing structural equation modeling (SEM) for relationship between customer satisfaction and electronic customer relationship management tests, we found that the proposed model has a good fit and customer satisfaction is well explained by electronic customer relationship management. Also all of the model path coefficients were significant.
Keywords
-الهی و حیدری(1384)، مدیریت ارتباط با مشتری، تهران: انتشارات شرکت چاپ و نشر بازرگانی.
-باقری،مصباح‌الهدی،امیدی‌کیا،کامران(1386)،طراحی مدل مفهومی مدیریت ارتباط با مشتری الکترونیک با مشتریان،اندیشه مدیریت راهبردی،24(2):5-28.
-تقوی‌فرد،محمدتقی، واقف‌کودهی،ماندانا،صالحی‌مقدم،شبنم(1394)، تأثیر مدیریت دانش در موفقیت مدیریت ارتباط با مشتری با در نظر گرفتن اثرات واسطه‌ای عوامل سازمانی، فصلنامه مطالعات مدیریت فناوری اطلاعات،12(3):77-95.
-حری، ص.، اکبری، ح.، قرقره چی، م.و نوری الموتی، ص.، (1388)، بررسی مزایا و دستاوردهای به کارگیری مدل تعالی سازمانی EFQM در دانشگاهها و موسسات آموزش عالی، فصلنامه بصیرت، سال 16 ،ش. 44 : 18-25
-دادخواه ، محمدرضا (1388)، مشتری مداری ، شهر آشوب ، چاپ اول
-رشیدی، حسن، رحمانی، زین العابدین(1392)، برند و تأثیر آن بر وفاداری مشتری، فصلنامهمجلهاقتصادی،1(9): 80-65
-زارع چاهوکی، محمدعلی(1389)،روش های تحلیل چند متغیره در نرم افزار SPSS،انتشارات دانشگاه تهران.
-کاووسی، سید محمدرضا. سقایی، عباس(1384)،روشهای اندازه‌گیری رضایت مشتری،انتشارات سبزان، چاپ دوم
-کاتلر، فیلیپ و ارمسترانگ، گری(1384)،مدیریتبازاریابی، ترجمه بهمن فروزنده، انتشارات نشر آموخته،133-131.
-مقیمی، سید محمد و رمضان، مجید، (1390)، پژوهشنامه مدیریت، جلد دهم، انتشارات راه‌دان، تهران.
-ملکی، آ.و دارابی، م.، (1387).روشهای مختلف اندازه گیری رضایت مشتری، ماهنامه مهندسی خودرو و صنایع وابسته، 3 : 27-32.
-Bagozzi, Richard P. and Youjae Yi,(1988),On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, 16 (Spring),74-94.
-Bollen, K.A. (1989), Structural Equation Models with Latent Variables, New York: Wiley & Sons.
Carmines, E., and Zeller, R.,(1979). Reliability and Validity Assessment, Sage Publications, Beverly Hills, California
-Dabholkar, P. , Thorpe, D. I. , Rentz, J. Q. (1996). A measure of service quality for retail stores, Journal of the Academy of Marketing Science, 24: 3-16
-Dhingra, Manish; Dhingra, Vaishali(2013), Determinants of Electronic customer relationship management (e-CRM) for customer satisfaction in banking sector in India, African Journal of Business Management,7(10 ):762-768.
-Dyche, J.(2001), The CRM Handbook: A Business Guide to Customer Relationship Management, first ed. Addison-Wesley.
-Seeman, Elain, Hara, Margaret O, (2006), Customer relationship management in higher education: Using information systems to improve the student‐school relationship, Campus-Wide Information Systems, 23(1):.24 – 34
-Etezadi-Amoli, J., and Farhoomand, A. F.,(1996),A Structural Model of End User Computing Satisfaction and User Performance, Information & Management, 2(30):65-73.
-Eccles, G. & Durand, P. (1997), Measuring Customer Satisfaction and Employee Attitude at Forte Hotels, Managing Service Quality,7(6):290-291.
-Frozande, B. (2003). Marketing management: analysis, programming, performing nad control. Journal of Marketing, 71 (July), 39-51(Translated by. Tehran: Atropat press. Keiningham, T.L., Coil, B., Andreassen, T.W., & Aksoy, L. 2007. A Longitudinal Examination of Net Promoter and Firm Revenue Growth).
-Fournier, S., Mick, D. G. (1998). Paradoxes of technology: consumer cognizance, emotions, and coping strategies, Journal of Consumer Research, 25: 123-43.
-Fjermestad, Jerry, Romano, Nicholas C. Jr, (2003),Electronic customer relationship management: Revisiting the general principles of usability and resistance – an integrative implementation framework, Business Process Management Journal, 9(5):572 – 591
-Fornell, C., Larcker, D.F.,(1981), Evaluating structural equation models with unobservable variables and measurement error,Journal of Marketing Research,18(1), 39-50.
-Harte, H. G. , Dale, B. G. (1995), Improving Quality in Professional Service Organizations: A Review of the Key Issues, Managing Service Quality, 5(3): 34-44.
-Hu, L.T. and Bentler, P.M.,(1999),Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives, Structural Equation Modeling, 6 (1), 1-55.
-Liu CHCH, Tseng HCH, Chuang LM, Huang CHM,( 2012), A Study of the Impact of the e-CRM Perspective on Customer Satisfaction and Customer Loyalty-Exemplified by Bank Sinopac, Journal of Economics and Behavioral Studies, 8 (4): 467-476.
-Lee, M.K.O. and Turban, E. (2001), A trust model for consumer internet shopping, International Journal of Electronic Commerce, 6(1): 75-91.
-Lingenfelder,M., Schneider,w.(1991), Customer satisfaction: importance, measurement concept and empirical findings, Marketing: Journal of Research and Practice, 13(2):109–119.
-Isaksson, G. (2005), Managing the Implementation of Customer Relationship Management from an Interfunctional Perspective, Luleå University of Technology, Sweden. ISSN: 1402 -1757
-Kotler, P. , & Armstrong, G. (2004), Principles of Marketing (10th ed.). NJ: Prentice Hall: Upper Saddle River.
-Kotler, PH., & Keller, K (2011). Marketing Management (13th ed.), Prentice Hall.
-Kohli , A. K. , & Jaworski , B. J. (1990). Market orientation: the construct, research propositions, and managerial implications, journal of Marketing, 54(2):1–18.
-Kooli, Kaouther; Mansour, Kaouther Ben; Cornwell, Victoria(2016), Exploring CRM and SRM user satisfaction in B2B relationship management, Journal of Customer Behaviour, 15(15): 81-95.
-Khalifa, M., & Shen, N. (2005), Effects of electronic customer relationship management on customer satisfaction: A temporal model, InSystem Sciences, 2005. HICSS'05. Proceedings of the 38th Annual Hawaii International Conference on (pp. 171a-171a). IEEE.
-Meuter , M. L. , Ostrom , A. L. , Roundtree, R. I. , & Bitner, M. J. (2000). Self-service technologies: Understanding customer satisfaction with technology based service encounters, Journal of Marketing, 64 (3) : 50 – 64
-Miami. , Chieko, Dowson, j. A. (2008). The CRM process in retail and service sector firms in Japan: Loyalty development and financial return, Journal of Retailing and Consumer Services, 15(5):375 – 385
-McBride, B. (2001). Customer Relationship Management, Business Intelligence, Meta Group
MacCallum, R.C., Browne, M.W., and Sugawara, H., M.,(1996), Power Analysis and Determination of Sample Size for Covariance Structure Modeling, Psychological Methods, 1 (2), 130-49.
-Nguyen & Sheriff & Newby,(2007). Strategies for successful CRM implementation, Information Management & Computer Security,15(2):102-115
-Oliver, R.L.(1996), Satisfaction: A Behavioral Perspective on the Customer, McGraw-Hill, New York.
-Pudney, R. (1994). Creating Customer Satisfaction through Partnership, Managing Service Quality, 4(3): 53-56.
-Reimann, M., Ulrich, F.L., and Richard B.C (2008). Uncertainty avoidance as a moderator of the relationship between perceived service quality and customer satisfaction, Journal of Service Research, 11: 63-73.
-Rigby, D. K. , & Ledingham, D. (2004). CRM Done Right, Harvard Business Review.
-Rust, R., & Oliver, R. L. (1994). Service Quality: Insights and Managerial Implications from the Frontier. Service Quality: New Directions in Theory and Practice, SAGE Publications, Inc. Thousand Oaks, CA: SAGE Publications, Inc.
-Sheikhi, Z., Heydari, N., & Goudarzi, A. (2012). Considering the Relation between Knowledge Management and Customer Relationship Management in Banks, Journal of Basic and Applied Scientific Research, 2(8):8048-8055.
-Treacy, M. , & Wiersema, F. (1997), The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market, New York, NY, United States of America: Basic Books.
-Töpfer, A. (2001), Targeted Customer Relationship Management: customer value analysis as a basis for customer satisfaction and customer loyalty, Controlling, 4(5): 185-195.
-Tahir, Harris; Waggett, Corinne; Hoffman, Amanda(2013), ANTECEDENTS OF CUSTOMER SATISFACTION: AN E-CRM FRAMEWORK, Journal of Business and Behavior Sciences, 25(2) :112-120.
-Whetten, D.A. ve Cameron, K.S. (2007),Developing Management Skills, 7th Edition, New Jersey, Pearson Prentice Hall.
-Wilson, H. D., & McDonald, M. (2002). Factors for Success in CRM Systems, Journal of marketing management, 18(1):139-219.
-Yao, H.I., & Khong, K.W. (2011). Effectiveness of Customer Relationship Management on Customer Satisfaction in the Commercial Banks of Taiwan, Contemporary Management Research Journal, 7(1):1-12.
-Zaim, S., Turkyilmaz, A, Tarim, M., Ucar, B. and Oguz A., (2010). Measuring customer satisfaction in turk telekom company using structural equation modeling technigue, Journal of Global Strategic Management, 14 (1):89-99.
)