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1 |
An examination of customer relationship management dimensions and employee-based brand equity: A study on ride-hailing industry in Saudi Arabia
بررسی ابعاد مدیریت ارتباط با مشتری و سهام برند مبتنی بر کارکنان: مطالعه در مورد صنعت سواری در عربستان سعودی-2021 The purpose of this study was to explore the effect of customer relationship management (CRM) dimensions on
employee-based brand equity. By looking at the past literature, it can be noticed that the majority of earlier
studies on brand equity examined it from customers perspective, while the employees perspective received less
emphasis. Thus, the required data was obtained using a survey tool from 164 employees in the ride-hailing
industry in Saudi Arabia. The obtained data was analyzed by the Covariance-Based Structural Equation
Modeling (CB-SEM) method to test the hypothesis and reach at conclusions. The findings showed that CRM in
general has a positive effect on employee-based brand equity. Specifically, it was found that CRM organization
has a significant positive impact on employee-based brand equity. It was also verified that knowledge man-
agement and customer orientation have positive effects on overall employee-based brand equity. Finally, the
results confirmed that technology-based CRM has a significant positive impact on employee-based brand equity.
These results add to the body of literature on this topic and verify the significance of customer relationship
management dimensions in affecting employee-based brand equity. keywords: سهام برند مبتنی بر کارمند | مدیریت ارتباط با مشتری | سازمان CRM | مشتری مداری | مدیریت دانش | و CRM مبتنی بر فناوری | Employee-based brand equity | Customer relationship management | CRM organization | Customer orientation | Knowledge management | And technology-based CRM |
مقاله انگلیسی |
2 |
Customer knowledge sharing in cross-border mergers and acquisitions: The role of customer motivation and promise management
اشتراک دانش مشتری در ادغام ها و اکتساب های فرامرزی: نقش انگیزه مشتری و مدیریت وعده-2021 Knowledge is a vital source of competitive advantage and renewal for contemporary organiza-
tions. However, to date, few studies have scrutinized how mergers and acquisitions (M&As)—
processes dependent on knowledge sharing—offer a valuable inter-organizational context
through which to understand the attainment of customer knowledge sharing following M&As.
Applying an integrated theoretical perspective from customer relationship management and M&A
performance research, we study a Chinese–Finnish acquisition and customer firms of the acquired
party across four advanced Western countries. We find that customer knowledge sharing is an
active relationship management process that relies on the factors of customer dedication-based
motivation vs. customer concerns about M&As to maintain relationships after acquisitions. In
addition, and more importantly, we find that the promise management mechanisms—making
promises, enabling promises, and keeping promises—of the M&A parties reinforce the motiva-
tional factors to maintain customer knowledge sharing in cross-border M&As. We propose a
conceptual framework of customer knowledge sharing in cross-border M&As. keywords: مشتریان | به اشتراک گذاری دانش | ادغام | خرید | انگیزه مشتری | مدیریت وعده | فرامرزی | به اشتراک گذاری دانش مشتری | Customers | Knowledge sharing | Mergers | Acquisitions | Customer motivation | Promise management | Cross border | Customer knowledge sharing |
مقاله انگلیسی |
3 |
Linking big data analytical intelligence to customer relationship management performance
پیوند دادن هوش تحلیلی داده های بزرگ با عملکرد مدیریت ارتباط با مشتری-2020 This study investigates the driving forces of a firm’s assimilation of big data analytical intelligence (BDAI) and how the assimilation of BDAI improve customer relationship management (CRM) performance. Drawing on the resource-based view, this study argues that a firm’s data-driven culture and the competitive pressure it faces in the industry motivate a firm’s assimilation of BDAI. As a firm resource, BDAI enables an organization to develop superior mass-customization capability, which in turn positively influences its CRM performance. In addition, this study proposes that a firm’s marketing capability can moderate the impact of BDAI assimilation on its mass- customization capability. Using survey data collected from 147 business-to-business companies, this study find ssupport for most of the hypotheses. The findings of this study uncover compelling insights about the dynamics involved in the process of using BDAI to improve CRM performance. Keywords: Big data | Data-driven culture | Competitive pressures | Mass customization | Marketing capability | CRM performance |
مقاله انگلیسی |
4 |
Fostering B2B sales with customer big data analytics
تقویت فروش B2B با تجزیه و تحلیل داده های بزرگ مشتری-2020 This study focuses on the use of big data analytics in managing B2B customer relationships and examines the
effects of big data analytics on customer relationship performance and sales growth using a multi-industry
dataset from 417 B2B firms. The study also examines whether analytics culture within a firm moderates these
effects. The study finds that the use of customer big data significantly fosters sales growth (i.e. monetary performance
outcomes) and enhances the customer relationship performance (non-monetary performance outcomes).
However, the latter effect is stronger for firms which have an analytics culture which supports marketing
analytics, whereas the former effect remains unchanged regardless of the analytics culture. The study empirically
confirms that customer big data analytics improves customer relationship performance and sales growth in B2B
firms. Keywords: Big data analytics | Customer analytics | Marketing analytics | Firm performance | Customer relationship management | Big data-enhanced database marketing |
مقاله انگلیسی |
5 |
Influence of new-age technologies on marketing: A research agenda
تأثیر فن آوری های عصر جدید بر بازاریابی: یک برنامه تحقیقاتی-2020 This study focuses on four key new-age technologies – the Internet of Things, Artificial Intelligence, Machine
Learning, and Blockchain – and their respective roles in marketing. Specifically, the study examines each of these
four technologies in depth, to understand their key elements, the domains in which they operate, and current use
cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact
on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not
yet been completely explored and whose full potential has yet to be uncovered. This study presents some research
questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators),
and which merit deeper investigation in the future. This study also highlights major areas that need managerial
focus in the adoption of these new-age technologies. Keywords: Internet of things | Artificial intelligence | Machine learning | Blockchain | Marketing strategy | Customer relationship management |
مقاله انگلیسی |
6 |
Personalized digital marketing recommender engine
موتور پیشنهادی بازاریابی دیجیتال شخصی-2020 E-business leverages digital channels to scale its functions and services and operates by connecting and retaining
customers using marketing initiatives. To increase the likelihood of a sale, the business must recommend additional
items that the customers may be unaware of or may find appealing. Recommender Engine (RE) is
considered to be the preferred solution in these cases for reasons that include delivering relevant items, hence
improving cart value, and boosting customer engagement. The paper describes a model for delivering real-time,
personalised marketing information concerning the recommended items for online and offline customers, using a
blend of selling strategies: up-selling, cross-selling, best-in-class-selling, needs-satisfaction-selling and consultative-
selling. The model further defines the e-marketplace by clustering items, customers and unique selling
proposition (USP), and then gathering, storing, and processing transactional data, and displaying personalised
marketing information to support the customer in their decision-making process, even when purchasing from
large item spaces. An experimental study using a quantitative research methodology was conducted in a mid-size
healthcare retailer, based out of India, to determine the tangible benefits. The model was tested with 100 online
customers and, with the adoption of the proposed methodology, the results indicated growth in average monthly
revenue (33.49%), Average Order Value (AOV) (32.79%) and Items per Order (IPO) (1.93%). Keywords: Personalized digital marketing | Recommender engine | Customer relationship management |
مقاله انگلیسی |
7 |
A model to analyze the effect of mobile banking adoption on customer interaction and satisfaction: A case study of m-banking in Iran
مدلی برای تجزیه و تحلیل تاثیر پذیرش بانکداری همراه بر تعامل و رضایت مشتری: مطالعه موردی بانکداری الکترونیکی در ایران-2019 Customer relationship management (CRM) is always considered as an essential task for increasing
customer satisfaction for mobile banking (m-banking), and it is, like other areas of
marketing, constantly evolving and updating. Also the vast use of the mobile banking by internet
users, persuades electronic banking to use customer relationship management system in adoption
m-banking. In this paper, the effects of using CRM system in the adoption m-banking on customer
satisfaction and interaction, which is considered as the most important factor in the success of
banking industry, is analyzed. The case studies of this paper are Iran top e-banks and the sample
population chosen, are the customers of these banks, and a conceptual model is suggested to
analyze the use of adoption of mobile banking on customer interaction and satisfaction. Factors
that are introduced as influencing variables in this model on the customer satisfaction and interaction
are: affective commitment, trust, loyalty, willingness to re-visit, number of visits,
profitability, and Involvement. Collecting information in this article is performed by completing
243 questionnaires by staff of the communication with customers sector of these banks and their
customers. The results of the statistical analyses conducted on these data indicate that all the
variables addressed in the model, have a positive impact on the customer relationship and satisfaction
except the trust. Keywords: Mobile banking | Adoption | Customer interaction | Customer relationship management (CRM) |
مقاله انگلیسی |
8 |
Customer Relationship Management and Big Data Enabled: Personalization & Customization of Services
مدیریت ارتباط با مشتری و داده های بزرگ فعال: شخصی سازی و سفارشی سازی خدمات-2018 The emergence of big data brings a new wave of Customer Relationship Management (CRM)’s
strategies in supporting personalization and customization of sales, services and customer services.
CRM needs big data for better customers experiences especially personalization and customization
of services. Big data is a popular term used to describe data that is volume, velocity, variety,
veracity, and value of data both structured and unstructured. Big data requires new tools and
techniques to capture, store and analyse it and is used to improve decision making for enhancing
customer management. The aim of the research is to examine big data for CRM’s scenario. The
method of collection of data for this study was literature review and thematic analysis from recent
studies. The study reveals that CRM with big data has enabled business to become more aggressive
in term of marketing strategy like push notification through smartphone to their potential target
audiences.
Key words: Big Data, Data Analytics, CRM, Web 2.0, Social Networks |
مقاله انگلیسی |
9 |
Toward software quality enhancement by Customer Knowledge Management in software companies
به سوی بهبود کیفیت نرم افزار توسط مدیریت دانش مشتری در شرکت های نرم افزاری-2018 Customer Knowledge Management (CKM) plays an important role in the production of high
quality software products. As CKM in Enterprise Software (ES) development is still immature, this
raises questions on how CKM enablers can be used to help ES development companies improve
their software quality. In this study, Human, Organizational and Technological CKM enablers
were identified from the literature. The weights of these factors were determined by experts from
the ES development companies. Based on the most important factors, a theoretical model was
developed. The proposed model was evaluated by distributing a survey questionnaire to decision
makers in ES development companies. The results showed that “Customer Involvement” together
with “Trust” were the most influential factors, followed by “CRM Technology Infrastructure” and
“Cross-Functional Cooperation”. In addition, there was no impact from “Organizational
Training”, “Customer Knowledge Map”, and “CKM Strategy Development”. The results also re
vealed that the impact of CKM on software quality is significant. The proposed model in this
study can be used as a guideline for the successful application of CKM in ES development
companies to improve the software quality.
Keywords: Customer Relationship Management ، Customer Knowledge Management ، Software quality ، Enterprise Software ، Knowledge Management |
مقاله انگلیسی |
10 |
مديريت ارتباط موفق مشتري در ادغام فرآيند کسب و کار و توسعه برنامه هاي مديريت پروژه
سال انتشار: 2018 - تعداد صفحات فایل pdf انگلیسی: 8 - تعداد صفحات فایل doc فارسی: 12 رضایت مشتری عامل مهمی برای بقا و کمک به حفظ رشد اقتصادی است. "مرکزیت مشتری" مبادله بازده با اثربخشی در نتیجه بهبود عملکرد مالی را ایجاد می کند. مدیریت ارتباط با مشتری (CRM) تلفیقی از فرایندها، افراد و فن آوری است که سعی در ارزش دادن به مشتری یک شرکت دارد. این یک رویکرد یکپارچه برای مدیریت ارتباط با تمرکز برای حفظ مشتری و توسعه ارتباطات است. با پیشرفت در فن آوری اطلاعات، CRM در حال تغییر و تحول در ساختار سازمانی در رویکرد مشتری محوری است. شرکت هایی که با موفقیت CRM پیاده سازی می کنند، پاداش هایی را در وفاداری مشتری و سودآوری طولانی مدت کسب می کنند. با این حال، پیاده سازی موفق نامعلوم است، زیرا شرکت ها نمی فهمند که CRM متشکل از متقابل و متمرکز بر مشتری است و نیازمند مهندسی دوباره در سراسر سازمان است. اگر چه بخش بزرگی از CRM مبتنی بر فناوری است، مشاهده CRM به عنوان یک راه حل تنها برای تکنولوژی احتمالا بی فایده است. برای پیاده سازی موفق CRM، رویکرد یکپارچه و متوازن نسبت به تکنولوژی، مردم و فرایند مورد نیاز است. در این مطالعه، داده ها از SME های هند جمع آوری شده و بخش های مربوط به فروش و بازاریابی، اداری و عملیات مورد بحث و بررسی قرار گرفته است. داده ها با استفاده از روش های آماری از نظر متغیرهای خدمات مشتری مشخص شده از بررسی مقالات مورد تجزیه و تحلیل قرار داده شده است. تجزیه و تحلیل اهمیت فرآیندهای کسب و کار مدرن، به ویژه برای نقش های هماهنگی، و مطالعه اهداف مختلف برای اسناد را شرح می دهد. یافته های مربوط به کل مدل تعادلی خدمات مشتری با نرم افزار CRM برای SMEs قابل دسترسی است.
کلمات کلیدی: مدیریت ارتباط با مشتری | فرآیند کسب و کار | رضایت مشتری | خدمات | SME |
مقاله ترجمه شده |