مدیریت ارتباط با مشتریان راهبردی نظام مند برای استقرار دانشگاه خدمت محور
الموضوعات :
1 - گروه علوم تربیتی ،دانشکده علوم تربیتی و مشاوره ، دانشگاه آزاد اسلامی ، رودهن ، ایران
2 - دانشیار
الکلمات المفتاحية: مدیریت ارتباط با مشتریان, دانشگاه خدمت محور, تسهیل کننده های اثربخش خدمت,
ملخص المقالة :
هدف اصلی این پژوهش شناسایی و تعیین مولفه های مدیریت ارتباط با مشتریان در دانشگاهها و مراکز آموزش عالی به منظور ارائه یک مدل مفهومی برای ارائه خدمت و توسعه مبانی نظری آن می باشد . این پژوهش ازنوع پژوهش های کاربردی و روش بکار گرفته شده در آن پیمایشی است ؛ جامعه پژوهش شامل دانشجویان دوره دکتری و اعضای هیات علمی دانشگاههای آزاد اسلامی شهر تهران بوده که از میان آنها 500 نفر از طریق فرمول حجم نمونه منطبق با متغیرهای کمی محاسبه گردید و نمونه ها از طریق روش نمونه گیری تصادفی خوشه ای –طبقه ای انتخاب شدند .ابزار این پژوهش پرسشنامه محقق ساخته ای مشتمل بر 63 گویه بوده و روش تحلیل داده ها با استفاده تکنیک معادلات ساختاری و تحلیل عامل انجام شده است .نتایج و یافته های این پژوهش نشان داد که مقوله ها ی اساسی این پژوهش یعنی تکریم و حفظ حریم مشتریان، ایجاد همدلی و اعتماد به مشتریان ، تسهیل کننده های اثربخش خدمت در وضعیت مطلوبی (نمره 4.6 از میانگین 3) قرار داشته و دیدگاه جامعه آماری این است که برای استقرار خدمت محوری و رسیدن به شرایط مطلوب ،مقوله های مورد اشاره می توانند به عنوان یک مدل مفهومی در ترسیم مدیریت ارتباط با مشتریان (CRM) ، در دانشگاه ها نهادینه شوند.
- تارخ, محمد جعفر; یزدانی فرد, محمد;. (1392). مدیریت ارتباط با مشتری. تهران: دانشگاه صنعتی خواجه نصیرالدین طوسی.
- جوادین و همکاران, س. (1390). مدیریت کیفیت خدمات. تهران: نگاه دانش.
- زیتامل و همکاران, و. ا. (1394). چگونه خدماتی با کیفیت ارائه کنیم ؟. (ع. سقایی و همکاران, Trans.) تهران: موسسه خدمات فرهنگی رسا.
- سهرابی, بابک; خانلری, امیر. (1387). سنجش میزان آمادگی سازمانی موسسات آموزش عالی در اجرای مدیریت ارتباط با دانشجو: مورد کاوی دانشگاه تهران. فصلنامه پژوهش و برنامه ریزی در نظام آموزش عالی, 48.
- عارفی, م. (1384). برنامه ریزی درسی در آموزش عالی. تهران: دانشگاه شهید بهشتی.
- فتحی واجارگاه, ک. (1392). راهنمای عملی بازنگری برنامه های درسی. تهران: انتشارات مهربان.
- فراستخواه;. (1389). چگونه می توان دانشگاههای با کیفیت داشت. پیام آموزش, 8, صص 2-4.
- فرهنگی و همکاران, ع. (1386). بررسی نیازهای دانشجویان از سیستم مدیریت ارتباط با دانشجو SRM. پژوهشنامه علوم انسانی و اجتماعی ویژه مدیریت, 7(1).
- یمنی دوزی سرخابی, م. (1391). کیفیت در آموزش عالی. تهران: سمت.
_||_- Aarons, G; Sawitzky, A;. (2006). Organizational culture and climate and mental health provider attitudes toward evidence-based practice. Psychological Services Journal, 3(1), PP 61-72.
- Akhter, W; Abbasi, A;. (2010). factors affecting customer Loyalty in Pakistan. Journal of Business Management, 5(4), PP1167-1174.
- Baghery, A; Abbaspour, A; Aghazadeh, A;. (2012). Islamic pattern design competencies for service-oriented university graduates and the needs of society. Management in the islamic University, PP 503-520.
- Barnett, R., & Coate, S. (2005). Engaging Curriculum in Higher Education. The falmer barnett.
- Becher, T; Trowler, P R;. (2001). Academic Tribes and Territories. The sociely for research in Higher Education. London: UK :open University .Bachingham.
- Bitner, M; Brown, S;. (2008). The Service imperative . Business Horizons, 51(1), PP 39-46.
- Blanca, A. L. (2008). An Analysis of the Nuances and Practical Applications of Situational Leadership in the Management and Administration of International Health Care Organizations. International Journal of Business and management, PP18-25.
- Brady, M K; Cronin, J J; Brand, R R;. (2002). Performance only Measurement of Service Quality: a Replication and Extension. Journal of Business research, 55(1), PP17-31.
- Braun, D; Merrien, F X;. (1988). Governance of universities and modernization of the states:Analytical aspects. A comparative View. London & philadelphia: Jessica kingsley Publishers.
- Breu, K S; Hemingway, M; Bridger, D;. (2002). Workforce agility :the new employee strategy for the knowledge economy. Journal of Information technology ,17(1), Pp 21-31.
- Brian, M; Catherine, B;. (2015). Assessing the impact of education and Qutreach. Journal of higher education Qutreach and engagement.
- Campbell, A. (2016). Talking point-Flexible targeted online staff development that work . Journal of intractive media in education, PP 1-10.
- Carolyn, F C; Karen, N K;. (2002). From Prisoners to Apostles: A Typology of Repeat Buyers and Loyal Customers in Service Business. Journal of Services Marketing, 16(4), P12.
- Chester, S S; Todd, J A;. (2007). A multi-level analysis of organizational justice climate, structure, employee and mental health. Journal of Management, 33, PP 724-751.
- Cooper, D. G. (2007). University spin off firms and high growth firms in Canada. APEC SME Innovation briefing, NO 3 .
- Dargahi, H; Mousavi, S M;. (2012). Organizational climate of hospitals at Tehran. Journal of Health Administration, 15(50), PP 31-40.
- Dehghani, Ali; Abdolahifard, KH;. (2014). the students experiences of ethics in online systems: A phenomenological study. Turkish online Journal of distance education.
- Demirk, N. (2012). Academic ethice in turish universities:Perceptions of academicains from engineering mediciane and education colleges. Eurasian Journal of educational research, PP 41-60.
- Derman, I. (2016). Pre service science and mathematics teacher s thoughts about technology oege can arm ,. Universal journal of educational research, 501.
- Donnelly, M; Dalrymple, JF;. (1995). Measuring service quality in local government:. Int J pub Sector Management, 8(7), PP14-19.
- Dopont, P; Ossandon, M;. (1994). La Pedagogie Universitaire. Paris: PUF.
- Durkin, M; Donnell, A; Crowe, J;. (2008). Relationship Discnnerect in Retail Banking. Journal of Financial Services Marketing, 12(4), 260-281.
- Etzkowits, H. (2001). the 2ed academic revolution and rise of entrepreneurial science. Technology and science, 22(2), PP 18-29.
- Forsythe, C. (2005). Human factors in Agile Manufacturing : a brief overview with emphasis on Communication and information infrastructure. Human Factore and Ergonomics in manufacturing ,, PP 3-10.
- Gibbons, M. (1997). Development of Science and Basic Research;The Implications of mode 2 science. Universities And the Global Knowledge Economy ,London.
- Goksoy, S. (2015). Distributed leadership in educational institution. Journal of education and training studies.
- Goldman, S L; Negel, R N;. (1993). Management ,Technology and Agiity:the emergence of a new Era in manufacturing. International journal of technology Management,8(2), PP18-38.
- Groth, M. (2005). Customers as Good Soldiers: Examining Citizenship. Journal of Management.
- Hansson, A. S. (2008). Determinants of individual and organizational health in human service professions, Doctorial thesis, Uppsala university Medicine ka vet enskap somradet, faculty of Medicin. Department of public Health and Caring Sciences, available.
- Harris, L., & Reynolds, K. L. (2004). The Consequences of Dysfunctional Customer Behavior. Journal of Service research, 6, P144.
- Hilbert, A; Karoline, S; (2007). Sophie Schmode, Student Relationship Management in Germany: Foundations and Opportunities. Management Revue, 18(2), 204-219.
- Hopp, W J; Oyen, Van P;. (2004). Agil workforce evaluation : a framework for Cross-Training and coordination. IIE Transactions,36(10), PP 919-940.
- Imani, J. (2011). The relationship between participative management and organizational climate with secondary schools leaders' effectiveness in the city of Bandar Abbas. Journal of Education & Assessment, 5(17), PP45-75.
- Jackson, L. T. (2010). Higher education plays critical role insociety: More women leaders can make a difforece. Baylor University school of low Forum on public policy.
- Jamal, A; Naser, K;. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), PP 146-160.
- Johnston, R. (1996). Achieving focus in service organizations. Service Industries Journal, 16(1), PP 10-20.
- Kaplan, D. M. (2008). Reading Ricoeur. Albany: SUNY Press.
- Kebriaei, A; Roudbari, M;. (2005). The quality gap in educational services at Zahedan University of Medical. Iranian Journal of Education in Medical, 5(1), PP 53-60.
- Kermani, B. (2008). Relationship between organizational climate and employees’ organizational commitment in Hamadan university of medical sciences. Tehran: Islamic Azad University.
- Kim, Y. H. (2003). Correlation of mental health problem with psychological constructs in Adolescents. International. Journal of nursing studies, 40, PP 115-124.
- Kluemper&et all, D. H. (2009). State or trait: Effects of state optimism on job-related outcomes. Journal of organization behavior, 30(2), pp 209-231.
- Kotler, P. (2012). Principles of marketing .5 specialized features to Enhance your learning. Corolina: Gray armstrong University of north carolina.
- Kysilka, D; Medinschi, S;. (2012). MANAGING THE QUALITY COMPONENTS OF HIGHER EDUCATION SERVICES. TIBISCUS” UNIVERSITY IN TIMISOARA, DALIEI STREET 1/A, TIMISIOARA, ROMANIA, PP 232-239.
- Lemon, C. (2005). Challenges in Marketing and Student Relationship Management in Higher education. http://brandsequence . com /pdf/mktng.
- Leong, R; Michael, E;. (2012). A Study of the Influence of Customer Loyalty on Sportswear Buying Behaviour of Malaysian Male Consumers. European journal of Social Sciences, 28(1), PP50-63.
- Liao, H; Chuang, A;. (2007). Examination of Transformational Leadership in building long-term Service relationship. Journal of Applied Psychology, 92(4), PP 1006-1019.
- Liu, Y. (2008). Complexity science and participation in decision making among Taiwanese nurses. Jornal of Nursing Managagement, 16(3), PP7-291.
- Lytle, R; Timmerman, E;. (2006). Service Orientation and performance :An organization perspective. Jounal of Service Marketing, 20(2), PP 136-147.
- Mardani, M; Shahraki, V;. (2010). Relationship between hospital personnel’s personality. Journal of Health Administration, 12(38), P 23.
- Monks &et al, K. (2001). Designing and Aligning and System,. Human resource management,N11, PP 57-72.
- Mousavi. (1383). Examine the relationship between organizational climate and job burnout of university employees.
- Osman, M. (2011). Service Quality, Customer Satisfaction and Loyalty: The Moderating Role of Gender. Journal of Business Economics and Management, 12(2), PP278-300.
- Ostrom&et al, A. L. (2010). Moving forward and making a difference:Research for the science of service. Journal of Service Research., 13(1), PP 4-36.
- Palmer, A; David, B; Christin, E;. (2000). trust, Ethics and Relationship Satisfaction. International Journal of Bank Marketing, 16(4).
- Parasuraman, A; Zeithamel, V; Berry, L;. (2002). A conceptual model of service quality and its implication for future research. Journal of marketing, 40, PP41-50.
- Pearce, C L; Giacalone, R A;. (2003). “Teams Behaving Badly: Factors Associated With Anti-Citizenship Behavior in Teams“. Journal of Applied Social Psychology, 33(1), PP 58-75.
- Plonka, F. S. (2008). Developing a Lean and Agil work force. Human factors and ergonomics in manufacthring,7(11), PP 11-20.
- Ranganathan, C; Seo, D; Babad, Y;. (2008). Two-level model of customer retention in the US mobile telecommunications service market. Telecommunications Policy, 32, PP 182-196.
- Sagnak, M. (2015). Transformational Leadership and Innovative climate:An examination of the mediating effect of psychological empowerment. Eurasian Journal of educational research., PP 149-162.
- Sandeep, P. (2013). Conceptualising and Measuring Service Cullture. Institute of Technology Unitec.
- Souki, G Q; Filho, C G;. (2008). Perceived Quality, Satisfaction and Customer Loyalty: an empirical study in the mobile phones sector in brazil. International Journal of Internet and Enterprise Management, 5(4), PP 298-312.
- sufiana, K. M. (2015). Strategies for maintaining ouality in distance higher education. Journal of distance education, p 15.
- Tracy, O; Cleveland, M;. (2015). Appreciative Leadership :supporting education innovation. International review of research in open and distributed learning.
- Wander, R. (2012). Human subjects protection :Asource for ethical service -learning practice. Michigan Journal of Community service learning, PP 20-39.
- yarmohammadian et al, M. (2015). A model for evaluating the performance of universities;The study Branch of Islamic Azad University: Khoorasgan. Journal of New Approaches in Educational Administration, 22(2), PP 19-37.
- Yego, H. J. (2016). Quality regulation in expansion of education system .A case of privately sponsored student s Programme in kenya s public university. Journal of education and practice.
- Zangirchi et al, M. (2011). Kano model to assess the needs of university students in Yazd. The fifth Conference of the university system of quality assessment in Tehran University. Tehran: Tehran University.
