طراحی و پیاده سازی الگوی ارتباط با مشتری بر اساس بازاریابی اومنی چنل
محورهای موضوعی : بازاریابی
جهانبخش رحیمی باغملک
1
,
مسلم محمودی سبوکی
2
1 - استادیار گروه مدیریت، واحد گچساران، دانشگاه آزاد اسلامی، گچساران، ایران
2 - دانشجوی دکتری گروه مدیریت ، واحد یاسوج ، دانشگاه ازاد اسلامی ، یاسوج ، ایران
کلید واژه: ارتباط با مشتری, اومنی چنل, صنعت بانکداری, ابزارهای بازاریابی دیجیتال, بانکداری الکترونیکی,
چکیده مقاله :
با شروع تغییرات در سبک زندگی و خرید مصرف کنندگان، برندها و خرده فروشان نیز به سمت افزایش سهم خود از کانالهای مورد ترجیح مصرف کنندگان در حرکت هستند. این رویکرد با تمرکز بیشتر بر سلایق و ترجیحات مصرف کنندگان، سعی در خلق یک تجربه جدید برای مصرف کنندگان دارد و لازمه خلق این تجربه جدید ، ایجاد و بهره گیری از تمامی کانالهای دسترسی به مصرف کنندگان و یکپارچگی بین این کانالها بود. بنابراین، کسبوکارها باید استراتژیهایی را برای تطبیق با سناریوی تغییر رفتار مشتری تطبیق داده و انتخاب کنند. بنابراین این به دنبال یک استراتژی یکپارچه و جامع به نام اومنی چنل است که در آن همه کانالها و پلتفرمها با هم کار میکنند. استراتژی اومنی چنل بدون سیستم مدیریت ارتباط با مشتری نمیتواند به طور موثر پیاده سازی شود. به عبارت دیگر، بدون وجود یک سیستم مدیریت ارتباط با مشتری، ارائه مزایای واقعی یک رویکرد همهکاناله غیرممکن است . مدیریت ارتباط با مشتری همهکانالی عملکرد سازمانی را با تسهیل همکاری تیمی، بهرهوری نماینده، تجربه مشتری شخصیسازی شده و خدمات مشتری مؤثر بهبود میبخشد.
The purpose of the research was to design and implement a customer relationship model based on omnichannel marketing in Maskan Bank. The present research was applied in terms of its research objective and qualitative in terms of its method with a grounded theory approach. The research population was 14 bank managers and technical, marketing, and R&D experts in Maskan Bank interviewed based on purposive sampling. The semi-structured interviews conducted in ATLAS.TI software were coded. The Kappa index was used to confirm the results obtained. The research findings were identified in five categories: causal conditions (information and communication technology, cybersecurity, strong support system, and technological knowledge), intervening (access, channel efficiency, customer characteristics, individual characteristics, and channel relationship), contextual conditions (digital platform, cultural and social conditions, and political and regulatory conditions), strategy (service quality, training, bank digitization, and innovation and creativity), and outcomes (improving customer orientation, profitability, and beneficial word-of-mouth and viral marketing). By using this customer relationship model, banks can build stronger relationships with their customers, improve customer experience, and ultimately create customer satisfaction and increased loyalty. Overall, the customer relationship model based on omnichannel marketing helps managers and marketing experts improve their communications with customers, have a pro-customer attitude, and strengthen their communications using diverse and effective channels.
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