ارزیابی فاکتورهای مؤثر در پذیرش مدیریت الکترونیکی ارتباط با مشتری در تجارت الکترونیکی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه قم، قم، ایران

2 مربی، دانشگاه جامع علمی کاربردی واحد خراسان شمالی، خراسان، ایران.

چکیده

سازمان‌هایی که قصد بکارگیری و توسعه سیستم‌های اطلاعاتی مرتبط با مدیریت ارتباط با مشتری الکترونیکی را دارند در ابتدا باید آمادگی خود را جهت پیاده‌سازی آن بسنجند و لازم است که با توجه به فاکتورهایی، به تصمیم‌گیری درباره پذیرش یا رد سیستم‌های مدیریت الکترونیکی ارتباط با مشتری اقدام نمایند. این فاکتورهای تأثیرگذار نسبت به یکدیگر از اهمیت متفاوتی برخوردارند. در این مطالعه قصد داریم میزان اثرگذاری فاکتورهای مذکور را در حوزه تجارت الکترونیکی مورد مطالعه قرار دهیم. بدین منظور، در این پژوهش ابتدا به کمک تحلیل مدل‌یابی معادلات ساختاری، مدلی مفهومی برای پذیرش مدیریت الکترونیکی ارتباط با مشتری ارائه می‌شود که میزان تأثیرگذاری هریک از عوامل در آن مورد ارزیابی قرار می‌گیرد؛ در ادامه از طریق فرآیند تحلیل شبکه فازی به اولویت‌بندی این فاکتورها پرداخته می‌شود. تطابق نتایج این دو تکنیک تحلیلی متفاوت، ما را از معتبر بودن نتایج بدست آمده مطمئن می‌سازد.

کلیدواژه‌ها


عنوان مقاله [English]

the evaluation of influencing factors of electronic customer relationship management adoption in e-commerce

نویسندگان [English]

  • Jalal Rezaeenour 1
  • Habil Deimazar 2
1 Associate Prof, Department of Industrial Engineering, Faculty of Technology and Engineering, University of Qom. Qom, Iran
2 Instructor, University of Applied Science and Technology, Khorasan, Iran.
چکیده [English]

The concept of electronic customer relationship management (e-CRM) is among the most important subjects under discussion in academia and commercial environments. The decision on e-CRM adoption must be made based on different factors. These influential factors have different importance rates. In this paper, we studied the effects of factors for e-CRM adoption in e-commerce. To this end, we identified and examined the various factors that can be effective for implementing e-CRM in companies operating in the field of electronic commerce and proposed a conceptual model for the adoption of e-CRM by extracting some categories of effective components. Using three major components and a number of independent variables, this model evaluated their impact on the dependent variables' "adoption" as the target component. The conceptual model was presented for adoption using structural equation modeling (SEM). Furthermore, these factors were prioritized by fuzzy analytic network process (FANP) method. The consistency of the results obtained from these two different analytical techniques ensured that our results were valid and reliable.

کلیدواژه‌ها [English]

  • Electronic Customer Relationship Management (e-CRM)
  • e-Commerce
  • Influencing Factors

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