دانلود مقاله اثر مدیریت ارتباط با مشتری بر وفاداری مشتری
چکیده
مقدمه
چارچوب نظری
روش تحقیق
تجزیه و تحلیل داده ها و نتایج
بحث
مفاهیم نظری و عملی
نتیجه گیری
منابع
Abstract
Introduction
Theoretical framework
Research methodology
Data analysis and results
Discussion
Theoretical and practical implications
Conclusion
References
چکیده
این مطالعه به بررسی تأثیر مدیریت ارتباط با مشتری (CRM) و شهرت شرکت بر وفاداری مشتری با رضایت مشتری در رابطه بین شرکت‌های کوچک و متوسط می‌پردازد. رضایت مشتری برای شهرت و وفاداری شرکت ضروری است زیرا شهرت یک شرکت تا حد زیادی به رضایت مشتری در بازارهای آشفته بستگی دارد. بنابراین، مطالعه حاضر در زمینه پاکستان برای بررسی باورهای مشتری در مورد شهرت شرکت انجام شده است. به دلیل بلاتکلیفی در بازار پاکستان، هیچ شرکتی نمی تواند در این بازار آشفته به آرامی پیش برود. برای دستیابی به هدف اصلی مطالعه، داده‌ها از شرکت‌های ثبت‌شده در اسلام‌آباد و راولپندی جمع‌آوری شد و توسط سازمان توسعه شرکت‌های کوچک و متوسط (SMEDA) تأیید شد. از پرسشنامه های ساختاریافته استفاده شد و در مجموع 345 پرسشنامه بین مدیران ارشد توزیع شد و 217 پاسخ دریافت شد. پس از حذف آن دسته از پاسخ هایی که گم شده بودند و به درستی تکمیل نشده بودند، 181 پاسخ باقی مانده برای تجزیه و تحلیل نهایی استفاده شد. برای آزمون فرضیه ها از AMOS استفاده شد. از این رو، یافته‌های ما نشان می‌دهد که مدیریت ارتباط با مشتری و شهرت شرکت تأثیر مثبت و معناداری بر وفاداری مشتری دارد. علاوه بر این، رضایت مشتری تا حدی واسطه ارتباط بین مدیریت ارتباط با مشتری، شهرت شرکت و وفاداری مشتری است. از این رو، این مطالعه پیشنهاداتی را به سیاستگذاران و دست اندرکاران ارائه می دهد. آنها باید اعتماد عمیقی را در میان کارکنان شرکت ایجاد کنند که منبع خوبی برای شهرت شرکت خواهد بود. علاوه بر این، مراحل مختلفی از جمله تبلیغات، روابط عمومی و کمپین های بازاریابی در تغییر رفتار مشتری حائز اهمیت است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
This study investigates the impact of customer relationship management (CRM) and company reputation on customer loyalty with customer satisfaction mediating the relation among small and medium-sized enterprises. Customer satisfaction is essential for company reputation and loyalty because a company’s reputation largely depends on customer satisfaction in turbulent markets. Therefore, the current study is conducted in the Pakistani context to examine the customer believes regarding the company reputation. Due to uncertainty in the Pakistani market, no company can go smoothly in this turbulent market. To achieve the main objective of the study, data were collected from registered firms operationalized in Islamabad and Rawalpindi and verified by the Small and Medium-sized Enterprises Development Authority (SMEDA). Structured questionnaires were employed and total 345 questionnaires were distributed among the top management and 217 responses were received. After excluding those responses which were missing and not correctly completed, the remaining 181 were used for final analysis. For hypothesis testing, AMOS was used. Hence, our findings suggest that customer relationship management and company reputation have a positive and significant impact on customer loyalty. Additionally, customer satisfaction partially mediates the relation among customer relationship management, company reputation and customer loyalty. Hence, this study offers some suggestions to policymakers and practitioners. They should build deep trust among the company’s staff, which will become a good source of company reputation. In addition, different steps such as advertising, public relations and marketing campaigns are significant in changing customer’s behaviors.
Introduction
The marketing expert is enforcing to gain customer loyalty for the longterm in-service industry (Javed & Cheema). In previous literature has been highlighted the significance of customer loyalty but still, it is one most tackling factor for the service sector to overcome. The main reason for top management failure to gain loyalty is due to high uncertainty in the market (Aramburu & Pescador, 2019). In previous studies, a lot of studies underline manager’s failure to gain a high level of customer loyalty and maximize the profit but still due to a lack of literature Cheng et al., 2019), they could not succeed to find the factors which enhance the customer loyalty (Rather & Hollebeek, 2019). Because due to the management of poor policies and strategies, poor reputation from the customers and dissatisfaction of the final product (Wolter et al., 2017). The organizations mostly not adequately caring about the customers’ demands and desires, attitudes, and trends, due to lack of management attraction with customers (Herhausen et al., 2019).
Conclusion
This study investigates customer behavior and corporate reputation in the marketing context, mostly in small and medium-sized enterprises. Therefore, this study is intended to evaluate the relationships among customer commitment, customer satisfaction, and customer trust. The main objective of the study is to examine the mediator role of CS in the relationship between customers, corporate reputation and customer loyalty in the Pakistani context. To fulfill this objective, we collected data from small and medium-sized enterprises operationalized in Islamabad and Rawalpindi cities.
H1: Customer relationship management has a significant effect on the customer’s loyalty.
H2: Company reputation has a positive and significant effect on customer loyalty.
H3: Customer satisfaction has a positive and significant effect on customer loyalty.
H4: Customer satisfaction significantly mediates the relationship between customer relationship management and customer loyalty.
H5: Customer satisfaction significantly mediates the relationship between customer reputation and customer loyalty.