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 و سازمان(اخلاق و مسئولیت اجتماعی، رهبری و تحول سازمانی، عملکرد سازمانی، ریسک، مدیریت منابع سازمانی، سطوح تحلیل سازمانی، بلوغ سازمانی، آسیب­‌شناسی سازمانی، نظام اداری، . . . )

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

مراجع

Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N. I., & Mohd Shuib, N. L. (2015). Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), 570-588.
Alam, S. S., & Noor, M. K. M. (2009). ICT adoption in small and medium enterprises: An empirical evidence of service sectors in Malaysia.International Journal of Business and management, 4(2), 112-125.
Apigian, C. H., Ragu-Nathan, B. S., Ragu-Nathan, T. S., & Kunnathur, A. (2005). Internet technology: the strategic imperative. Journal of Electronic Commerce Research, 6(2), 123.
Baran, R. J., & Galka, R. J. (2013). CRM: the foundation of contemporary marketing strategy. Routledge.
Bhanot, S. (2012). Use of social media by companies to reach their customers. SIES Journal of Management, 8(1).
Blank, G., & Reisdorf, B. C. (2012). The participatory web: A user perspective on Web 2.0. Information, Communication & Society, 15(4), 537-554.
Boyd,D.M.,& Ellison,N. B. (2007). Social network sites: Definition, history, and scholarship.Journal of computer‐mediated Communication,13(1),210-230.
Brown, I., & Russell, J. (2007). Radio frequency identification technology: An exploratory study on adoption in the South African retail sector. International journal of information management, 27(4), 250-265.
Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292-2300.
Chai, S., Das, S., & Rao, H. R. (2011). Factors affecting bloggers' knowledge sharing: An investigation across gender. Journal of Management Information Systems, 28(3), 309-342.
Chong, A. Y. L., & Chan, F. T. (2012). Structural equation modeling for multi-stage analysis on Radio Frequency Identification (RFID) diffusion in the health care industry. Expert Systems with Applications, 39(10), 8645-8654.
Choudhury, V., & Karahanna, E. (2008). The relative advantage of electronic channels: a multidimensional view. MIS quarterly, 179-200.
Cooper, R. B., & Zmud, R. W. (1990). Information technology implementation research: a technological diffusion approach. Management science, 36(2), 123-139.
Danaei, A. Moslem. M. (2017). The Impact of Social Media Strategy on Social Media Marketing Strategy and Organizational Performance of Chain Stores. Journal of Strategic Management Researches 23 (66), 111-141(in Persian).
Derham, R.,Cragg, P, Morrish,S.(2011).Creating Value: An SME And Social Media. PACIS,53, 1-9.
El-Gohary, H. (2012). Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations.  Tourism management, 33(5), 1256-1269.
Ernst & Young (Commissioned by the National Office for the Information Economy (NOIE) of Australia) (2001), “Advancing with e-commerce”, available at: www.noie.gov.au (accessed December 14, 2013).
Feiz, D; Rasti, F.(2014). Investigating the Factors Affecting Interactive Banners on Tourists.Journal of Tourism Planning and Development , Vol. 10, No.3, pp:65-86(in Persian).
Greenberg, P. (2010). CRM at the Speed of Light: Social CRM Strategies, Tools, and Techniques. McGraw-Hill.
Haghighi Nasab, M. & Momayezi, V. (2016). Testing a Comprehensive Model of Customer Relationship Management Performance in Social Media in Selected Banks of Iran. Journal of Economic Development Policy , 4(2), 39-57(in Persian).‎
Handayani, P. W., & Lisdianingrum, W. (2011, December). Impact analysis on free online marketing using social network Facebook: Case study SMEs in Indonesia. In 2011 International Conference on Advanced Computer Science and Information Systems (pp. 171-176). IEEE.
Hooman, H. (2014). Structural Equation Modeling with Software Application. Samt publication (in Persian).
Kaplan,A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Khoirina, M. M., & Sisprasodjo, N. R. (2018). Media Social-Instagram Usage And Performance Benefit (Case Study On Housewives Online Seller In Indonesia). IJEBD (International Journal Of Entrepreneurship And Business Development), 2(1), 132-144.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251.
Kim, A. J, & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Kumar, V., & Mirchandani, R. (2013). Increasing the ROI of social media marketing. IEEE Engineering Management Review, 41(3), 17-23.
Küpper, T., Lehmkuhl, T., Wittkuhn, N., Wieneke, A., & Jung, R. (2015, June). Social CRM Performance Model: An Empirical Evaluation. In Bled EConference (p. 18).
Lee, Y., & Kozar, K. (2004). Developing a theory of website usability: an exploratory study to identify constructs and nomological networks. ICIS 2004 Proceedings, 51.
Lee, Y. and Kozar, K. (2012), “Developing a theory of website usability: an exploratory study to identify constructs and nomological networks”, Decision Support Systems, Vol. 52 No. 2,pp. 450-463.
Lee, C. L., Yen, D. C., Peng, K. C., & Wu, H. C. (2010). The influence of change agents' behavioral intention on the usage of the activity based costing/management system and firm performance: The perspective of unified theory of acceptance and use of technology. Advances in Accounting, 26(2), 314-324.
Low,C.,Chen,Y.,& Wu,M.(2011).Understanding the determinants of cloud computing adoption.Industrial management  data systems,111(7),1006-1023.
Mayfield, A. (2008). What is social media.
Pituch, K. A., & Lee, Y. K. (2006). The influence of system characteristics on e-learning use. Computers & Education, 47(2), 222-244.
Ramdani, B., Kawalek, P. and Lorenzo, O. (2009), “Predicting SMEs’ adoption of enterprise systems”, Journal of Enterprise Information Management, Vol. 22 Nos /1/2, pp. 10-24.
Rogers, E.M. (1983), Diffusion of Innovations, Free Press, New York, NY.
Sadler, R., & Evans, R. D. (2016, August). Social Media Strategies in the Retail Sector: Analysis and Recommendations for Three Multi-National Retailers. In Proceedings of the The 3rd Multidisciplinary International Social Networks Conference on SocialInformatics 2016 (p. 22). ACM.
Sashi, C. M. (2012). Customer engagement, buyer–seller relationships, and social media. Management Decision, 50(2), 253–272.
Schaffer, V. (2013). Overcoming social media barriers for small businesses; small enterprise association of Australia and New Zealand. In 26th Annual SEAANZ Conference Proceedings, Sydney, June 11 (Vol. 12).
Shah Alam, S. (2009). Adoption of internet in Malaysian SMEs. Journal of Small Business and Enterprise Development, 16(2), 240-255.
Shirky, C. (2008). Here comes everybody: The power of organizing without organizations. Penguin.
Shuai, J. J., & Wu, W. W. (2011). Evaluating the influence of E-marketing on hotel performance by DEA and grey entropy. Expert systems with applications, 38(7), 8763-8769.
Sin Tan, K., Choy Chong, S., Lin, B., & Cyril Eze, U. (2009). Internet-based ICT adoption: evidence from Malaysian SMEs. Industrial Management & Data Systems, 109(2), 224-244.
Stone, R. W., Good, D. J., & Baker-Eveleth, L. (2007). The impact of information technology on individual and firm marketing performance. Behaviour & Information Technology, 26(6), 465-482.
Wang, Y. M., Wang, Y. S., & Yang, Y. F. (2010). Understanding the determinants of RFID adoption in the manufacturing industry. Technological forecasting and social change, 77(5), 803-815.
Williams, Frederick, Ronald E. Rice, and Everett M. Rogers (1988), Research Method and the New Media New York: Free Press.
Wu, J., & Liu, D. (2007). The effects of trust and enjoyment on intention to play online games. Journal of electronic commerce research, 8(2).
پژوهشنامه مدیریت اجرایی
دوره 11، شماره 21
شهریور 1398
صفحه 73-95

فایل ها

سابقه مقاله

  • تاریخ دریافت: 02 مهر 1398
  • تاریخ بازنگری: 25 آبان 1398
  • تاریخ پذیرش: 05 آذر 1398

هم رسانی

ارجاع به این مقاله

آمار