دانلود رایگان مقاله انگلیسی ارزیابی همزمان مدیریت ارتباط با مشتری (CRM) و برتری سازمانی - وایلی 2017

This article concurrently studies customer relationship management ( CRM ) and organizational excellence ( OE ) by pursuing three goals. First, it investigates the relationship between CRM and OE ; second, it conducts a performance assessment from CRM and OE viewpoints; and third, it analyzes how each factor of CRM and each criterion of OE aff ects an organization ’ s performance. To achieve the fi rst goal, a number of hypotheses about potential relationships between CRM factors and OE criteria are proposed with the cooperation of experts and using fuzzy DEMATEL . These hypotheses are then examined using the path analysis method to fi nd out which one is supported and which one must be rejected. Subsequently, the data envelopment analysis ( DEA ) approach is employed to accomplish the second goal. Finally, a t-test is used to achieve the third goal. To implement the research in the real world, two major international airports of Iran are considered as our survey cases.

Conclusions

Over the years, the shift from a product-oriented view to a customeroriented view realized by implementing CRM programs has enabled organizations to provide customers with satisfactory products and services and to gain desired benefits. In addition, the immense stresses of competition and survival in the marketplace imposed by globalization have highlighted the significance of achieving OE through creativity and innovation. Taking advantage of both an appropriate CRM program and a suitable OE model is important for an organization ’ s success and competitiveness. A review of the literature showed that these two concepts had not been studied together. This article aimed to fill this research gap by focusing on three goals: (1) investigation of the relationship between CRM and OE, (2) performance assessment from the viewpoints of CRM and OE, and (3) analysis of the way each factor of CRM and OE affects organizational performance. To demonstrate the applicability of the study, two major international airports of Iran, namely Mehrabad and Emam Khomeini as the representatives of Iran ’ s aviation industry, were considered as our survey cases. Standard questionnaires containing questions about the factors of CRM and OE were designed and then distributed among the staff of the airports. The reliability and validity of the data were examined by Cronbach ’ s alpha and factor analysis, respectively. Also, Harman ’ s single-factor test showed that CMV did not affect the study findings. To achieve the fi rst goal of the article, experts were asked to make pairwise comparisons between the factors of CRM and criteria of OE. Th ese opinions were thereafter input into fuzzy DEMATEL to obtain hypotheses on how each factor of CRM aff ected each criterion of OE and vice versa. Th e goodness-of-fi t, convergent validity, and discriminant validity of the hypothesized model were tested. In the next step, path analysis was conducted to examine the hypotheses to fi nd out which ones were supported and which ones were to be rejected.