تحليل اثر ابعاد مديريت ارتباط با مشتري بر موفقيت آن در سازمان‌هاي خدماتي با رويكرد فراتحليل

Analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach

در ﭼﻨﺪ ﺳﺎل اﺧﯿﺮ واژه ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺗﻮﺟﻪ ﻓﺮاواﻧﯽ را در ﺣﻮزه ﺑﺎزارﯾﺎﺑﯽ و ﺗﺠﺎرت ﺑﻪ ﺧﻮد ﺟﻠﺐ ﮐﺮده اﺳﺖ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺗﺤﻠﯿﻞ اﺛﺮ اﺑﻌﺎد ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺑﺮ ﻣﻮﻓﻘﯿﺖ آن در ﺳﺎزﻣﺎنﻫﺎي ﺧﺪﻣﺎﺗﯽ ﺑﺎ روﯾﮑﺮد ﻓﺮاﺗﺤﻠﯿﻞ اﻧﺠﺎم ﺷﺪ. ﺑﻪ اﯾﻦ ﻣﻨﻈﻮر از ﺑﯿﻦ 62 ﭘﮋوﻫﺶ اﻧﺠﺎم ﺷﺪه )از ﺳﺎل 1393 ﺗﺎ 1398(، 18 ﭘﮋوﻫﺶ ﮐﻪ از ﻟﺤﺎظ روشﺷﻨﺎﺧﺘﯽ و ﻫﺪف ﭘﮋوﻫﺶ ﻣﻮرد ﻗﺒﻮل ﺑﻮد، اﻧﺘﺨﺎب و ﺗﺤﻠﯿﻞ ﻣﺘﺎآﻧﺎﻟﯿﺰ روي آﻧﻬﺎ اﻧﺠﺎم ﺷﺪ. اﺑﺰار ﭘﮋوﻫﺶ ﻋﺒﺎرت از ﻓﻬﺮﺳﺖ ﺑﺎزرﺳﯽ ﻣﺘﺎآﻧﺎﻟﯿﺰ ﺑﻮد. ﯾﺎﻓﺘﻪ ﻫﺎ ﻧﺸﺎن داد ﮐﻪ ﺳﻮﮔﯿﺮي اﻧﺘﺸﺎر در ﭘﮋوﻫﺶ ﻫﺎي ﺗﺤﻠﯿﻞ ﺷﺪه ﻧﺎﻣﺸﻬﻮد اﺳﺖ. ﻫﻤﭽﻨﯿﻦ اﻧﺪازه ﺗﺄﺛﯿﺮ اﺑﻌﺎد ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺑﺮ ﻣﻮﻓﻘﯿﺖ ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي در ﺳﺎزﻣﺎن ﻫﺎي ﺧﺪﻣﺎﺗﯽ 0/59 ﯾﺎﻓﺖ ﺷﺪ )0.001 :Sig(. ﺑﺮ اﯾﻦ اﺳﺎس، ﻣﺸﺘﺮي ﻣﺪاري )ﺑﺎ اﻧﺪازه اﺛﺮﮔﺬاري 0/601( و رﺿﺎﯾﺖ ﻣﻨﺪي ﻣﺸﺘﺮﯾﺎن )ﺑﺎ اﻧﺪازه اﺛﺮﭘﺬﯾﺮي 0/65( ﺑﯿﺸﺘﺮﯾﻦ ﺗﺄﺛﯿﺮ را در ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي داﺷﺘﻨﺪ. اﯾﻦ اﻧﺪازه اﺛﺮ ﺑﺮاﺳﺎس ﺟﺪول ﮐﻮﻫﻦ در ﺣﺪ زﯾﺎد ﻗﺮار دارد. ﻧﺘﯿﺠﻪ ﻣﯽﮔﯿﺮﯾﻢ ﮐﺴﺐوﮐﺎرﻫﺎ ﺑﺮ ﭘﺎﯾﻪ ﻣﺸﺘﺮيﻣﺪاري و رﺿﺎﯾﺘﻤﻨﺪي ﻣﺸﺘﺮﯾﺎن اﺳﺘﻮار اﺳﺖ ﺑﻪ ﮔﻮﻧﻪ اي ﮐﻪ ﮔﺴﺘﺮش و اراﯾﻪ ﺧﺪﻣﺎت، ﺑﺪون در ﻧﻈﺮ ﮔﺮﻓﺘﻦ اﯾﻦ اﺻﻞ ﻧﻪ ﺗﻨﻬﺎ ﻣﺸﮑﻞ، ﺑﻠﮑﻪ ﻏﯿﺮ ﻣﻤﮑﻦ اﺳﺖ. ﺑﻨﺎﺑﺮاﯾﻦ ﺳﺎزﻣﺎن ﻫﺎي ﺧﺪﻣﺎﺗﯽ ﺑﺎﯾﺪ ﻫﻤﻪ ﻓﻌﺎﻟﯿﺖ ﻫﺎ و ﺗﻮاﻧﻤﻨﺪي ﻫﺎي ﺧﻮد را ﻣﺘﻮﺟﻪ رﺿﺎﯾﺖ ﻣﺸﺘﺮي ﮐﻨﻨﺪ، ﭼﺮاﮐﻪ ﻣﺸﺘﺮﯾﺎن ﺗﻨﻬﺎ ﻣﻨﺒﻊ ﺑﺮﮔﺸﺖ ﺳﺮﻣﺎﯾﻪ ﻣﺤﺴﻮب ﻣﯽ ﺷﻮﻧﺪ.

In recent years, the term "customer relationship management" has attracted much attention in the field of marketing and commerce. This study aimed to an analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach. For this purpose, from 62 studies (from 2014 to 2018), 18 methodological and research objectives were accepted and meta-analysis was carried out on them. The research tool was a meta-analytic checklist. The findings showed that the propagation bias in the analyzed analysis is intangible. Also, the size of the impact of customer relationship management dimensions on the success of customer relationship management in service organizations was found to be 0.59 (Sig: 0/001). Accordingly, customer orientation (with an influence size of 0.601) and customer satisfaction (with a dependence size of 0.65) had the greatest impact on customer relationship management. The effect size according to Cohen's table is too high. We conclude that businesses are based on customer orientation and customer satisfaction so that the development and provision of services without considering this principle is not only difficult but impossible. Therefore, service organizations should focus all their activities and capabilities on customer satisfaction, because customers are the only source of return on investment. However, competitive markets today require all organizations to be customer-oriented.