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The Impact of Business Intelligence (BI) Competence on Customer Relationship Management (CRM) Process: An Empirical Investigation of the Banking Industry | ||
| Journal of Information Technology Management | ||
| مقاله 127، دوره 10، شماره 1، 2018، صفحه 209-234 اصل مقاله (481.7 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/jitm.2017.237995.2105 | ||
| نویسندگان | ||
| Ali Mortezaei1؛ Mohamad Sadegh Sangari* 2؛ Salman Nazari-Shirkouhi2؛ Jafar Razmi3 | ||
| 1MSc. in Industrial Engineering, Fouman Faculty of Engineering Campus, University of Tehran, Iran | ||
| 2Assistant Prof., Fouman Faculty of Engineering Campus, University of Tehran, Iran | ||
| 3School of Industrial and Systems Engineering, College of Engineering, University of Tehran, Iran | ||
| چکیده | ||
| Nowadays, establishing long-term and effective relationships with customers is a key factor in understanding customers’ needs and preferences and achieving competitive advantage. In addition, companies are facing with a growing need for information and analytical knowledge about their customers, market, competitors, organizational environment, and other factors affecting their business. Business intelligence has been considered as a response to this need. The purpose of this study is to investigate the role of business intelligence competence in improving customer relationship management process. Based on the literature review and the competence – capability relationship paradigm, a conceptual model was developed comprising of different dimensions of business intelligence competence and customer relationship management processes. The data were collected from the banking sector and partial least squares structural equation modelling was employed for data analysis. Empirical results showed that organizational business intelligence competence, comprising of managerial, technical, and cultural competence, has a significantly positive impact on enhancing capabilities of customer relationship management process including initiation, maintenance, and termination of the relationship. | ||
| کلیدواژه‌ها | ||
| Business Intelligence Competence؛ Competence – Capability Relationship؛ Customer relationship management؛ Structural Equation Modeling | ||
| عنوان مقاله [English] | ||
| بررسی تأثیر شایستگی هوش تجاری بر فرایند مدیریت ارتباط با مشتری: مطالعۀ تجربی در صنعت بانکداری | ||
| نویسندگان [English] | ||
| علی مرتضایی1؛ محمد صادق سنگری2؛ سلمان نظری شیرکوهی2؛ جعفر رزمی3 | ||
| 1کارشناس ارشد مهندسی صنایع، دانشکدۀ فنی فومن، پردیس دانشکده‌های فنی دانشگاه تهران، ایران | ||
| 2استادیار گروه مهندسی صنایع و سیستم‌ها، دانشکدۀ فنی فومن، پردیس دانشکده‌های فنی دانشگاه تهران، ایران | ||
| 3دانشکده مهندسی صنایع و سیستم ها، پردیس دانشکده های فنی دانشگاه تهران، ایران | ||
| چکیده [English] | ||
| امروزه، ایجاد روابط بلندمدت و مؤثر با مشتریان یکی از مؤلفههای کلیدی درک اولویت‌ها و نیازهای آنها و کسب مزیت رقابتی است. همچنین، سازمانها با نیاز فزاینده به اطلاعات و دانش تحلیلی دربارۀ مشتریان، بازار، رقبا، محیط سازمانی و سایر عوامل مؤثر بر کسبوکار مواجهاند که باعث توجه به هوش تجاری بهعنوان راهحلی برای پاسخ به این نیاز شده است. هدف این پژوهش، مطالعۀ نقش شایستگی هوش تجاری در بهبود فرایند مدیریت ارتباط با مشتری است. به این منظور بر اساس مرور ادبیات و تئوری رابطۀ شایستگی ـ قابلیت، یک مدل مفهومی دربرگیرندۀ ابعاد شایستگی هوش تجاری و فرایندهای مدیریت ارتباط با مشتری ارائه شده است. داده‌های پژوهش از حوزۀ بانکداری جمعآوری شده و با استفاده از روش مدل‌سازی معادلات ساختاری مبتنی بر حداقل مربعات جزئی تجزیه و تحلیل شده است. یافتههای تجربی نشان داد شایستگی هوش تجاری سازمان از نظر برخورداری از شایستگی‌های مدیریتی، فنی و فرهنگی، بر ارتقای قابلیتهای فرایند مدیریت ارتباط با مشتری شامل فرایندهای آغاز، حفظ و خاتمۀ ارتباط با مشتری، تأثیر مثبت و شایان توجهی دارد. | ||
| کلیدواژه‌ها [English] | ||
| رابطۀ شایستگی ـ قابلیت, شایستگی هوش تجاری, مدل‌سازی معادلات ساختاری, مدیریت ارتباط با مشتری | ||
| مراجع | ||
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