تاثير ارتباطات بازاريابي يكپارچه بر مديريت ارتباط با مشتري در بانكهاي خصوصي شهر زاهدان

The Effect of Integrated Marketing Communication (IMC) on Customer Relationship Management in Private Banks in Zahedan City

ارﺗﺒﺎﻃﺎت ﺑﺎزارﯾﺎﺑﯽ ﯾﮑﭙﺎرﭼﻪ ﺷﺎﻣﻞ ﻫﻤﻪ ﻓﻌﺎﻟﯿﺖﻫﺎي ﺑﺎزارﯾﺎﺑﯽ اﺳﺖ ﮐﻪ ﺑـﺮاي ﺑﺮﻗـﺮاري، ﺗﻮﺳـﻌﻪ، ﺣﻔـﻆ و ﭘﺎﯾﺪاري راﺑﻄﻪ ﻣﻮﻓﻘﯿﺖ آﻣﯿﺰ ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﻃﺮاﺣﯽ ﻣﯽ ﺷﻮد. ﺑﺮاي رﺳﯿﺪن ﺑﻪ اﯾـﻦ ﻫـﺪف ، ﺳـﺎزﻣﺎن ﻫـﺎ ﺗـﻼش ﻣﯽ ﮐﻨﻨﺪ ﻓﻌﺎﻟﯿﺖﻫﺎي ﺑﺎزارﯾﺎﺑﯽ را ﯾﮑﭙﺎرﭼﻪ ﮐﻨﻨﺪ ﺗﺎ ﺑﺘﻮاﻧﻨﺪ ﺑﻪ ﺑﻬﺘﺮﯾﻦ ﻧﺤﻮ ﺑﺎ ﻣﺸﺘﺮﯾﺎن ارﺗﺒـﺎط ﺑﺮﻗـﺮار ﮐﻨﻨـﺪ. ﻫﺪف ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ارﺗﺒﺎﻃﺎت ﺑﺎزارﯾﺎﺑﯽ ﯾﮑﭙﺎرﭼﻪ ﺑﺮ ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي در ﺑﺎﻧـﮏ ﻫـﺎي ﺧﺼﻮﺻﯽ ﺷﻬﺮ زاﻫﺪان ﻣﯽﺑﺎﺷﺪ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﮐﻠﯿﻪ ﻣﺪﯾﺮان و ﮐﺎرﮐﻨﺎن ﺑﺎﻧﮏ ﻫـﺎي ﺧﺼﻮﺻـﯽ )آﯾﻨـﺪه،ﭘﺎﺳﺎرﮔﺎد، ﭘﺎرﺳﯿﺎن و ﺳﺎﻣﺎن( ﺷﻬﺮ زاﻫﺪان ﺑﻪ ﺗﻌﺪاد 120 ﻧﻔﺮ ﻣﯽ ﺑﺎﺷﺪ ﮐﻪ ﺑـﺎ اﺳـﺘﻔﺎده از ﺟـﺪول ﮐﺮﺟﺴـﯽ و ﻣﻮرﮔﺎن ﺗﻌﺪاد 95 ﻧﻔﺮ ﺑﻪ روش ﺗﺼﺎدﻓﯽ ﺳﺎده ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ آﻣﺎري اﻧﺘﺨﺎب ﺷﺪﻧﺪ. اﺑﺰار ﮔﺮدآوري دادهﻫـﺎي ﭘﮋوﻫﺶ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎي اﺳﺘﺎﻧﺪارد ارﺗﺒﺎﻃﺎت ﺑﺎزارﯾـﺎﺑﯽ ﯾﮑﭙﺎرﭼـﻪ ﻻﮐﺴـﺘﻮن و ﻫﻤﮑـﺎران )2015( و ﻣـﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﭼﻦ)2012( ﻣﯽ ﺑﺎﺷﺪ ﮐﻪ رواﯾﯽ ﺻﻮري و ﻣﺤﺘﻮاﯾﯽ اﺑﺰارﻫﺎ ﺑﻪ ﺗﺎﯾﯿﺪ ﺻﺎﺣﺐ ﻧﻈـﺮان رﺳـﯿﺪ و ﭘﺎﯾﺎﯾﯽ ﺑﺎ اﺳﺘﻔﺎده از آزﻣﻮن آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ و ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ ﻣﺤﺎﺳﺒﻪ و ﻣﻮرد ﺗﺄﯾﯿﺪ ﻗﺮار ﮔﺮﻓﺖ. ﺟﻬﺖ ﺗﺠﺰﯾـﻪ وﺗﺤﻠﯿﻞ دادهﻫﺎي ﭘﮋوﻫﺶ از ﻧﺮم اﻓﺰار SPSS23 وSmart pls3 و روش ﻣـﺪل ﺳـﺎزي ﻣﻌـﺎدﻻت ﺳـﺎﺧﺘﺎري اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﺣﺎﺻﻞ از ﺑﺮرﺳﯽ ﻓﺮﺿﯿﻪﻫﺎ ﻧﺸﺎن داد ارﺗﺒﺎﻃﺎت ﺑﺎزارﯾـﺎﺑﯽ ﯾﮑﭙﺎرﭼـﻪ ﺑـﺮ ﻣـﺪﯾﺮﯾﺖ ﺑﻬﯿﻨﻪ ارﺗﺒﺎط ﻣﺸﺘﺮي ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ و ﻣﻮﻟﻔﻪﻫﺎي رواﺑـﻂ ﻋﻤـﻮﻣﯽ، ﺗﺒﻠﯿﻐـﺎت، ﻓـﺮوش ﺷﺨﺼـﯽ، ﺑﺎزارﯾـﺎﺑﯽ ﻣﺴﺘﻘﯿﻢ، ﺗﺮﻓﯿﻊ ﻓﺮوش و ﺑﺎزارﯾﺎﺑﯽ اﯾﻨﺘﺮﻧﺘﯽ ﺑﺮ ﻣﺪﯾﺮﯾﺖ ﺑﻬﯿﻨﻪ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺗﺄﺛﯿﺮ ﻣﺜﺒـﺖ و ﻣﻌﻨـﯽ داري دارد

Optimal customer relationship management includes all marketing activities designed to establish, develop, maintain, and maintain a successful relationship with target customers. To achieve this goal, companies are trying to integrate marketing activities so they can communicate best with customers. The purpose of this research was to investigate the effect of integrated marketing communications (IMC) on customer relationship management (CRM). The statistical population consists of managers and experts of private bank’s (Ayandeh, Pasatgard, Parsiyan, and Saman) in Zahedan city which number was 120 people.that according Krejcie and Morgan table, 95 individuals were selected by simple random sampling as statistical sample. The data collection method was cross-sectional. Data collection doing with standard questionnaires. Reliability and validity of research confirmed. The data analysis method was structural equation modeling (SEM) with smart PLS3 software and result of research show that integrated marketing communications effect on customer relationship management, and the dimensions of integrated marketing communications (public relations, advertising, personal sales, direct marketing, sales promotion, internet marketing) have positive and significant impact on customer relationship management.