عارضه يابي نتايج عملكرد شركت رادياتور ايران از منظر مشتري مطالعه موردي در شركت رادياتور ايران

Organizational Diagnosis on the basis of the Customer’s aspect Case study in Radiator Iran Company

تحقيق حاضر به منظور شناسايي، تحليل و تبيين راه هاي بهبود عملكرد اين شركت در قبال مشتري درقالب دو بخش كمي و كيفي انجام شده است. در بخش كمي ضمن استفاده از مباني آميخته هاي بازاريابي در مديريت به منظور تبيين تعداد شش فرضيه در خصوص نظرات مشتري در رابطه با نتايج عملكرد شركت و با استفاده از ابزار پرسشنامه پس از ارزيابي روايي و پايايي آن، نظرات كليه مشتريان حقوقي (شركت ها) و حقيقي (نماينده ها) در رابطه با عملكرد شركت در قالب فرضيات مذكور گردآوري شده و با استفاده از تكنيك رگرسيون به آزمون فرضيه ها پرداخته شده است. نتايج حاصله مويد آن بود كه نظرات مشتريان رابطه معنا داري با قيمت و كيفيت محصولات شركت دارد. شواهد دال بر وجود عارضه در حوزه هاي اثربخشي، كارايي، بهره وري، نوآوري، قابليت انعطاف و كيفيت كه منجر به عملكرد فعلي شركت در آميخته هاي بازاريابي قيمت و محصول گرديده مورد شناسايي قرار گرفتند و بر مبناي آنها عارضه اصلي شركت شناخته شد. سپس علل بروز عارضه مذكور به تفكيك شواهد به دست آمده در حوزه هاي داخلي شركت رادياتور ايران مورد بررسي و تحليل قرار گرفت و ضمن ارايه فهرست مهم ترين علل بروز عارضه مذكور، تهديدات محيطي كه منجر به تشديد اين عارضه شده اند نيز شناسايي و تبيين گرديدند.

This thesis is done by the researcher under the title of Organizational Diagnosis on basis of the Customer’s aspect in the Radiator Iran Company in order to identify, analysis and submit the necessary improvement actions at the year 2009. This research is consists of the two main – quantitative and complementary qualitative parts. In the quantitative part, it is used the marketing mix philosophy in management in order to create Six hypothesis concerning the customer’s attitude about the results of the company’s performance. The customers attitude including all Companies as well as the Agents are gathered by using questioners after passing its reliability and then according to the data which are gathered, the hypothesis are tested by using Regression method. As the result, it is founded that there are acceptable relation between the Price and Quality in the Company’s performance with the attitude of the customers. In the complementary qualitative part of this thesis and under the approch of creating canonical groups and qualitative analysis approach, the expert group was established in the company consisting of the Managers and some selected assistant managers, employees as well as some sales agent responsible men who used the results of the quantitative part of the research in organizational diagnosis. In this part, firstly the evidence of problems were distinguished in six fields of Effectiveness, Efficiency, Productivity, Innovation, Flexibility and Quality which cause the current performance of company in fields of Price and Quality among marketing mix and the main problem of these area was determined accordingly. Then the weaknesses in internal sections of the company which are considered as the main causes arising the aforesaid problem were distinguished and analyzed as well as the main threats from the environment which affects on them.