نوع مقاله : پژوهشی
نویسندگان
1 کارشناس ارشد مدیریت کسب و کار- مالی، دانشکده مدیریت و حسابداری، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران
2 استادیار، دانشکده مدیریت و حسابداری، دانشگاه بین المللی امام رضا (ع)، مشهد، ایران
3 استادیار، گروه مدیریت موسسه آموزش عالی عطار، مشهد، ایران
چکیده
در عصر حاضر، کسب‌وکارهای مختلف و به‌ویژه شرکت‌های خدماتی باید از اقدامات بازاریابی متنوع برای ایجاد ارتباط کارا با مشتریان استفاده کنند تا شرایطی را بهوجودآورند که منجر به تعهد و ایجاد وفاداری در آن‌ها گردد. به همین دلیل، حصول اطمینان از اینکه راهبردهای بازاریابی مبتنی بر رابطه منجر به بهبود عملکرد شرکت‌ها می‌شود، اهمیت یافته است. این پژوهش به بررسی اثربخشی مدیریت ارتباط با مشتری پرداخته است و هدف آن، بررسی رشد و توسعه عملکرد مالی و ارتباط با مشتری در صنعت بیمه از طریق سیاست‌های بازاریابی رابطه‌مند است. از نظر هدف، کاربردی و از حیث روش توصیفی- پیمایشی و از نوع همبستگی است. جامعه آماری این پژوهش را کارگزاری‌های مختلف بیمه در شهر مشهد تشکیل می‌دهند که تعداد آن‌ها 140 شرکت است. با استفاده از جدول مورگان 103 کارگزاری بیمه در شهر مشهد به‌عنوان نمونه انتخاب شد. از پرسشنامه نیز برای ابزار جمع‌آوری داده، استفاده گردید. تجزیه‌وتحلیل داده‌ها با استفاده از روش معادلات ساختاری با کمک نرم‌افزار Smart-PLS انجام شد. نتایج نشان داد هر یک از متغیرهای تاکتیک‌های بازاریابی رابطه‌مند، شامل مالی، اجتماعی و ساختاری بر کیفیت ارتباط با مشتری تأثیر مثبت و معناداری دارد، ارتباط معناداری بین کیفیت ارتباط با مشتری و عملکرد مالی و ارتباط با مشتری نیز تأیید شد. همچنین متغیرهای ابعاد بازاریابی رابطه‌مند شامل، مالی، اجتماعی و ساختاری از طریق کیفیت ارتباط با مشتری بر عملکرد مالی و ارتباط با مشتری نیز تأثیر معناداری را نشان داد.
کلیدواژه‌ها
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