بررسی اثر استفاده از شبکه‌های اجتماعی بر عملکرد مدیریت روابط با مشتری(مورد مطالعه:کسب و کارهای موجود در صنف آرایشی و بهداشتی استان قزوین)

نوع مقاله: مدیریت سازمانی(چالشهای کسب وکار -اخلاق و مسولیت اجتماعی -تحول سازمانی - عملکرد سازمانی -ریسک)

نویسندگان

1 گروه مدیریت و حسابداری/دانشکده علوم اجتماعی/دانشگاه زنجان/زنجان/ایران

2 استادیار ، گروه مدیریت و حسابداری، دانشگاه زنجان، دانشکده علوم انسانی، زنجان، ایران

3 دانشجوی کارشناسی ارشد ، گروه مدیریت و حسابداری، دانشگاه زنجان، دانشکده علوم انسانی، زنجان، ایران

چکیده

ظهور شبکه‌های اجتماعی، مشتریان و صاحبین مشاغل را به هم نزدیک کرده است و بسیاری از مشاغل به استفاده از این شبکه‌ها روی آورده‌اند. این تحقیق با هدف بررسی تاثیر استفاده از شبکه‌های اجتماعی بر عملکرد مدیریت روابط با مشتری و همچنین بررسی عوامل تاثیرگذار بر استفاده از شبکه‌های اجتماعی انجام شده است. این پژوهش از نظر هدف، کاربردی و از نظر نحوه گردآوری اطلاعات، توصیفی و مبتنی بر مدلسازی معادلات ساختاری است. جامعه آماری پژوهش صاحبان مشاغل در صنف آرایشی و بهداشتی استان قزوین در نظر گرفته شد. نمونه‌گیری به صورت نمونه‌گیری غیر تصادفی هدفمند انجام گرفت. حجم نمونه با استفاده از فرمول کوکران 318 نفر محاسبه شد. از میـان 350 پرسشنامه توزیع شده در مجموع تعداد 318 پرسشنامه با اسـتفاده از نـرم‌افـزار پی ال اس تجزیـه و تحلیل شد. نتایج پژوهش نشان داد که عواملی مانند سازگاری، اثربخشی هزینه و تعامل در استفاده از شبکه‌های اجتماعی تاثیر دارد ولی عامل اعتماد تاثیر چندانی در استفاده از شبکه‌های اجتماعی ندارد. همچنـین استفاده از شبکه‌های اجتماعی بر مدیریت ارتباط با مشتری، تأثیر مستقیم و معناداری دارد. دستاورد نهایی پژوهش ارائه راهکارهای مناسب در خصوص استفاده مؤثر از شبکه‌های اجتماعی بر مدیریت ارتباط با مشتری است.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Using Social Networking on Customer Relationship Management Performance (Case Study: Businesses in Qazvin Cosmetics Guild)

نویسندگان [English]

  • vahideh alipoor 1
  • mostafa jafari 2
  • atefeh mehri bazghaleh 3
1 Department of Management and Accounting / Faculty of Social Sciences / University of Zanjan/ Zanjan / Iran
2 Assistant Prof, Management and Accounting Department, Faculty of Humanities Sciences, University of Zanjan, Zanjan, Iran
3 MSc Student of Strategic Management, Faculty of Humanities Sciences, University of Zanjan, Zanjan, Iran
چکیده [English]

The rise of social media has brought together clients and business owners. The purpose of this study was to investigate the impact of using social networks on customer relationship management performance and also to investigate the factors affecting the use of social networks. This study is descriptive and correlational in terms of purpose, and in terms of data collection, it is based on structural equation modeling. In terms of research methodology, it is a survey. A standard questionnaire was used to collect data. The statistical population of the study was the business owners of Qazvin province's cosmetics trade network Purposive non-random sampling was used. The sample size was calculated using the Cochran formula of 318 persons. Of the 350 questionnaires distributed, a total of 318 completed questionnaires were analyzed. The obtained data were analyzed by the structural equation method using SMARTPLS2 software. The results showed that factors such as adaptability, cost-effectiveness and interaction have an impact on social network use but trust factors did not have a significant effect on social network use. Also, using social networks has a direct and significant effect on customer relationship management. The result of this study is to present appropriate strategies for effective and optimal use of social networks on customer relationship management and its effect on achieving the goals of business owners and increasing their sales.

کلیدواژه‌ها [English]

  • Social networks
  • Customer Relationship Management
  • Customer Relationship Management Function
  • social media
  • Small and Medium Enterprises

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