مطالعات مدیریت (بهبود و تحول)

ارزیابی عملکردCRM در شرکت ایران خودرو مبتنی بر کارت امتیازی متوازن

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت صنعتی دانشگاه علامه طباطبایی

2 استادیار دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی

3 کارشناس ارشد مدیریت صنعتی دانشگاه علامه طباطبایی

چکیده

با توجه به ای نکه امروزه قدرت فروشنده به خریدار انتقال یافته است،
سازمان ها متوجه این امر شده اند که رقابت با محصولات متمایز و ارزان تر کافی
نیست، و مزیت رقابتی صرفاً از طریق محصولات متمایز به دست نم یآید، بلکه
از طریق ارتقای روابط با مشتری حاصل می شود. در عین حال، مشتریان
هزینه های متغیر پایین متحمل می شوند و به سهولت می توانند وفاداریشان را از
یک شرکت به شرکت دیگر تغییر جهت دهند. در حال حاضر وفاداری مشتری
به یک شرکت خودروساز و رضایت وی از محصول و خدمات شرکت
خودروساز به عنوان دو عامل اساسی، ذهن مدیران را به خود مشغول کرده و  
تحقق آنها، جزء برنامه های مدیران موفق در صنعت خودروسازی است. در این
که دارای چهار بعد CRM از کارت امتیازی CRM پژوهش به منظور ارزیابی
(زیر ساختار، فرایند، مشتری و عملکرد سازمانی) است استفاده شده است. پس از
شرکت ایران CRM شناسایی عوامل به منظور تائید مؤثر بودن آنها در ارزیابی
خودرو، اقدام به تهیه پرسشنامه جهت انجام مصاحبه های ساختاریافته با
کارشناسان و مدیران گردید که نتایج حاکی از تائید این عوامل م یباشد. در گام
با در نظر گرفتن این عوامل مورد CRM بعدی، وضعیت شرکت در زمینه اجرای
ارزیابی قرار گرفت در نهایت تحلیل شکاف به منظور شناسایی عوامل ایجاد
کننده شکاف بین وضعیت مطلوب و وضعیت فعلی صورت گرفت. شناسایی
ایران خودرو و ارائه راه کار به CRM ارزیابی ،CRM عوامل موثر در ارزیابی
مهمترین خروجی این پژوهش است. ،CRM منظور بهبود وضعیت فعلی اجرای

کلیدواژه‌ها

عنوان مقاله [English]

Evaluation of Iran Khodro Company’s CRM, with application of Score Card

نویسندگان [English]

  • Saeedeh karimi 1
  • Jahanyar Bamdadsoofi 2
  • Peyman Meirab 3

چکیده [English]

As the power of the seller has shifted to the buyer today, organizations
are realizing that competing with cheaper, better or different products
is not sufficient, and competitive advantage cannot be achieved by
differentiating products alone, but through enhanced customer
relationship . At the same time, customers are experiencing low
switching costs and could easily redirect their loyalty from one
company to another.
In this research, for CRM assessment, a CRM score card consisting of
four parts (substructure, process, customer, and organization
performance) was utilized. After identifying the CRM assessment
factors, a questionnaire was applied to confirm the effectiveness of
each factor in CRM assessment of Iran Khodro Company (IKCO), to
be used in structured interviews with experts and managers; the
results indicated verification of these factors. In the subsequent step,
the present situation of IKCO in CRM implementation was evaluated
with regard to the identified factors. Finally gap analysis was
performed to identify the factors that created the gap between the
present and desired situation. Identification of effective factors in
CRM assessment, evaluation of the CRM present situation of IKCO,
and gap analysis, are the most important outputs of this research.

کلیدواژه‌ها [English]

  • Customer Relationship Management
  • score card
  • gapanalysis
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مطالعات مدیریت (بهبود و تحول)
دوره 20، شماره 61
بهار 1389
صفحه 167-191
  • تاریخ دریافت: 02 تیر 1389
  • تاریخ بازنگری: 01 آبان 1389
  • تاریخ پذیرش: 09 آبان 1389