دانلود مقاله مدیریت ارتباط با مشتری و اثر آن بر بازاریابی کارآفرینی
چکیده
مقدمه
مروری بر مطالعات پیشین
روش ها
فرآیند طبقه بندی
نتایج
بحث و نتیجه گیری
منابع
Abstract
Introduction
Literature review
Methods
Classification process
Results
Discussion and conclusions
References
چکیده
کارآفرینی به دلیل توانایی در کشف و بهره‌برداری از فرصت‌های جدید برای برآوردن نیازها و انتظارات جدید و متغیر مشتری، یکی از نیروهای کسب‌وکار است که بیشترین قدرت را برای دگرگونی جامعه امروزی دارد. مدیریت ارتباط با مشتری (CRM) ثابت کرده است که هم یک استراتژی مدیریت کسب و کار بسیار تأثیرگذار و هم یک راه حل فناوری مدیریت کسب و کار قدرتمند است که تأثیر ویژه ای در حوزه کارآفرینی دارد. CRM به رشد و انتظارات آینده کمک کرده است و در هر کجا که اجرا شده است نتایج بسیار خوبی از نظر بازگشت سرمایه داشته است. بررسی جامع یافته‌های منتشر شده قبلی در یک حوزه موضوعی خاص می‌تواند خطوط جدیدی از تحقیقات را کشف کند. این مقاله از بررسی نیمه سیستماتیک برای مطالعه واقعیت پیوند بین CRM و بازاریابی کارآفرینانه در تجارت استفاده می کند. این رویکرد برای توصیف جامع وضعیت هنر تأثیری که CRM می تواند در محیط کسب و کار مدرن داشته باشد، از طریق توانمندسازی بازاریابی کارآفرینانه استفاده می شود. مقاله حاضر به روشی ساختاریافته، 86 مطالعه مرتبط را در مورد چگونگی تأثیر CRM بر توسعه سیاست بازاریابی کارآفرینانه از طریق همسویی آن با بازاریابی رابطه مند و مدل های کسب و کار مشتری محور، مرور می کند. استفاده روزافزون از CRM در شرکت ها یکی از ارکان تغییرات تکنولوژیکی و اجتماعی در کارآفرینی است و نمونه بارز این است که داده های بزرگ چگونه می توانند برای جامعه مفید باشند. این مطالعه بر دوره زمانی 2015 تا 2019 تمرکز دارد.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Entrepreneurship is one of the business forces with the greatest power to transform today's society, due to its ability to discover and take advantage of new opportunities to satisfy customer new and changing needs and expectations. Customer relationship management (CRM) has proved to be both a highly influential business management strategy and a powerful business management technology solution, with a particularly relevant impact in the area of entrepreneurship. CRM has helped drive growth and future expectations and has had excellent results in terms of return on investment wherever it has been implemented. An exhaustive review of previously published findings in a specific subject area can uncover new lines of research. This paper uses semi-systematic review to the study of the reality of the link between CRM and entrepreneurial marketing in business. This approach is used to comprehensively describe the state of the art of the impact that CRM can have in the modern business environment, through the empowerment of entrepreneurial marketing. In a structured manner, the present paper reviews the 86 most relevant studies of how CRM affects entrepreneurial marketing policy development through its alignment with relationship marketing and customer-centric business models. The growing use of CRM in companies is one of the pillars of technological and social change in entrepreneurship, being a clear example of how big data can benefit society. The study focuses on the period from 2015 to 2019.
Introduction
In a globalized commercial world such as the current one, markets are dynamic and changing, and the customer lies at the beginning and end of the value chain. One of the greatest values that entrepreneurship provides in an environment like this is the ability of entrepreneurs to take advantage of opportunities and discover new ways to meet customer expectations, and thereby transform the world in general and the market in general particular, all due to the unstoppable process of digital transformation. One of the consequences of globalization is the greater ability of customers to access both information and the acquisition of products and services offered even beyond the borders of countries (Guerola-Navarro et al., 2019). This means that the needs, desires, and expectations of customers are changing and increasingly demanding, with which the market has become so dynamic that only companies that manage to adapt to said dynamism survive. And for this it is necessary to invest in innovation and development, and to have an entrepreneurial spirit that is open to discovering and taking advantage of new opportunities and ways of satisfying those needs, desires and expectations. Entrepreneurship thus becomes one of the engines of change and transformation of society, which justifies the growing research interest in this area (Hills et al., 2008).
Discussion and conclusions
After reviewing the most recent literature on the impact of the use of customer relationship management strategy and systems in the field of entrepreneurial marketing, the general conclusion is that effectively a good efficient use of these tools appears in these studies as a strong link between business management and company results. The second important conclusion is that this is due to the fact that the use of CRM favors the adaptation of entrepreneurial marketing efforts to the most effective and relevant needs and focuses of action in the environment of the company's customers.
Looking at the results of the study, it has been identified which entrepreneurial marketing and CRM dimensions are the most relevant in previous studies. The main contribution of this study has been to identify these dimensions, as a result of the points of interest raised by previous studies, and therefore covering the gap in the literature as no previous study has been found that followed the parameters used in the present investigation. This contribution provides interesting ideas about what future lines of research can be undertaken by researchers interested in the impact of the use of CRM combined withentrepreneurial marketing in the search for a joint and powerful impact on the effective management of customer relationships within the current changing and dynamic world in which entrepreneurship finds its greatest asset to demonstrate its power to transform the market and society as a whole..