بررسی تأثیر عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار بر عملکرد یک شرکت بیمه در شرایط اپیدمی کووید-19

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مهندسی صنایع، دانشگاه امام علی(ع)، تهران، ایران.

2 دانشیار دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران.

چکیده

شیوع بیماری‌هایِ خطرناکِ همه‌گیر، یکی از موارد خطر مواجهه با آستانه‌های بحرانی است که یکی از مهم‌ترین چالش‌های توسعه پایدار محسوب می‌شود. امروزه اپیدمی کووید-19، منجر به تغییرات غیرقابل پیش‌بینی شده است. این تغییرات ناگزیر بر روابط فروشندگان و مشتریان تأثیرگذار بوده و شیوه‌های تعامل این دو رکن اصلی کسب‌وکارها را تغییر داده است. در این میان، استقرار و حتی ارتقای کیفی مدیریت الکترونیکی ارتباط با مشتری، به عنوان یک مزیت رقابتی پایدار برای سازمان‌ها محسوب شده و منجر به مدیریت ارتباط با مشتریان پایدار و وفادارسازی مشتریان و درنهایت توسعه پایدار سازمان می‌شود. مقاله حاضر با هدف بررسی تأثیر عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار در شرایط اپیدمی کووید-19، با در نظر گرفتن نقش میانجی رضایت، اعتماد و حفظ مشتری بر عملکرد یک شرکت بیمه و توسعه پایدار آن اجرا شد. تحقیق حاضر کاربردی و توصیفی- پیمایشی همبستگی است. جامعه آماری، کارکنان یک شرکت بیمه بودند که به طریق نمونه‌گیری تصادفی- طبقه‌ای، 160 نفر انتخاب شدند. روایی پرسش‌نامه به روش روایی محتوا و پایایی آن از طریق SPSS و تحلیل عاملی تأییدی، مطلوب ارزیابی شد. فرضیه‌های تحقیق با بهره‌مندی از مدل معادلات ساختاری آزمون شدند. یافته‌ها نشان می‌دهد که فرضیه اصلی و هشت فرضیه‌ فرعی تأیید شدند. به بیان دیگر، عوامل موفقیت مدیریت الکترونیکی ارتباط با مشتری پایدار در شرایط اپیدمی کووید-19، بر عملکرد شرکت بیمه مورد مطالعه مؤثر و منجر به توسعه پایدار می‌شود. 

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Impact of Success Factors on Sustainable Electronic Customer Relationship Management on the Performance of an Insurance Company in the Context of Covid-19 Epidemic

نویسندگان [English]

  • Mohammad Abbasian 1
  • Saied Sehhat 2
1 Assistant Professor of Imam Ali University, Faculty of Engineering, Tehran, Iran.
2 Associate Professor of Business Administration, Faculty of Management & Accounting, Allame Tabatabai University, Tehran, Iran.
چکیده [English]

The outbreak of dangerous epidemic diseases is one of the risk factors for facing critical thresholds, which is one of the most important challenges for sustainable development. Today, the COVID-19 epidemic has led to unpredictable changes. These changes have inevitably affected the relationship between sellers and customers and have changed the ways in which these two main pillars of business interact. In the meantime, the establishment of sustainable E-CRM, is considered as a sustainable competitive advantage and leads to sustainable CRM and customer loyalty and ultimately organization sustainable development. The present article aimed to investigate the effect of success factors of sustainable e-CRM in the context of the COVID-19 epidemic, considering the mediating role of customer satisfaction, trust and retention on the performance of an insurance company and its sustainable development. This research is an applied and descriptive-survey correlation. The statistical population was the employees of an insurance company. The validity of the questionnaire was assessed as content validity method and its reliability was assessed as satisfactory through SPSS and confirmatory factor analysis. The research hypotheses were tested using the structural equation model. The results showed that the main hypothesis and eight sub-hypotheses were confirmed. In other words, the success factors of sustainable E-CRM in the context of the COVID-19 epidemic, affect the performance of the insurance industry and lead to sustainable development. Of course, in this effect, customer satisfaction, trust and retention with averaging and standard deviation: 4.27±1.09, 3.75±1.25 and 3.33±0.73, respectively, play the role of partial mediation.

کلیدواژه‌ها [English]

  • Sustainable Customer Relationship Management
  • Sustainable Electronic Customer Relationship Management
  • Customer Satisfaction
  • Customer Trust
  • customer retention
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