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آدرس مقاله


کد مقاله : 12585 بازدید : 137 صفحه: 127 - 152

نوع مقاله: پژوهشی

نقش مهارت های ارتباطی مدیران در توسعه کسب و کار با تأکید بر مشتری مداری

محورهای موضوعی : مطالعات توسعه اجتماعی ایران

سمیه سادات مهدوی 1 (دانشجوی دکتری علوم ارتباطات اجتماعی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی ، تهران. ایران)
سید وحید عقیلی 2 (دانشیار و عضو هیئت علمی گروه ارتباطات، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران)
نوروز هاشم زهی 3 (استادیار و عضو هیئت علمی گروه جامعه شناسی، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران. ایران)
علی اکبر فرهنگی 4 (استاد و عضو هیئت علمی گروه مدیریت دولتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران. ایران)

تاریخ دریافت : 1397/04/07 تاریخ پذیرش : 1397/04/07 تاریخ انتشار : 1397/03/01

کلید واژه: مهارت های ارتباطی, موفقیت کسب و کار, مدیریت مشتری,

چکیده مقاله :

خدمت به مشتری قدیمی ترین و درعین حال تازه ترین مسئله برای هر کسب و کار است. مطمئن ترین راه برای ادامه حیات و موفقیت کسب و کارها آن است که با کیفیت خدمات، همواره درخاطر مشتریان باقی بمانند. هدف این مقاله، بررسی نقش مهارت های ارتباطی مدیران درتوسعه و موفقیت کسب و کار آن ها با تأکید بر مشتری مداری است. چارچوب نظری با استفاده از نظریه های ارتباطات، جامعه شناسی و مدیریت تعیین شده است. شاخص مهارت های ارتباطی؛ خودگشودگی، مهارت همدلی، حمایت اجتماعی، مهارت اجتماعی، نفوذ آرمانی و الهام بخشی، خودنظمی، تحریک فرهیختگی، مثبت‌گرایی که از نظریه های نفوذ اجتماعی، مدیریت حریم ارتباطات، سلسله مراتب نیازهای مازلو، نیازهای بالفعل مورای، رابرت کَتس، نقض انتظارات، رهبری پُر جاذبه (وبر، هاوس)، متقاعد سازی (هاولند)، نظریه التون مایو و رهبری تحول‌آفرین باس استخراج شده است. شاخص های مدیریت مشتری عبارتند از: شفافیت و اطلاع رسانی به مشتری، سرعت در ارائه خدمت، صحت در ارائه خدمت، زیبایی فضای ارائه خدمت، انعطاف پذیری در ارائه خدمت، رعایت عدالت در ارائه خدمت، ارزش قائل شدن به نظرات ارباب رجوع می باشد. جامعه آماری، مدیران بنگاه های کسب و کار در شهر کرمان که با توجه به تقسیم بندی تعداد کارکنان اصناف شهر کرمان به سه دسته کوچک، متوسط و بزرگ؛ مدیران بنگاه های کسب و کار متوسط می باشد. این مقاله مبتنی بر روش کیفی است و تحلیلی- نظری می باشد و از روش های اسنادی، مصاحبه عمیق و ساخت نیافته کتابخانه ای و مصاحبه با مطلعین و سؤالات در سال 1396 جمع آوری و تحلیل شده است.

چکیده انگلیسی:

Serving the oldest customer and at the same time, the most recent issue is for every business. The purpose of this article is investigating the role of communication skills of managers in development and their business success emphasized by customer orientation. The theoretical discussion is based on the theories of communication, sociology and management. Dimensions of communication skills include self-awareness, empathy skills, Social support, social skills, artistic and inspirational influence, Self-discipline, stimulation of self-esteem, positivism. Customer Management Dimensions: Transparency and Information, Speed, Accuracy, Flexibility, Compliance with Service Delivery, The beauty of the service space and the value of customer feedback. The statistical population is the managers of moderate business enterprises in Kerman. This paper is based on qualitative and analytical-theoretical method and documentary methods, in-depth interviews are gathered and analyzed in 2017. According to the results of the research, the nature of the job requires a manager it communicates with employees, colleagues and customers and uses communication skills. Sometimes the director's inability to communicate properly with employees in the workplace Because of lack of communication skills, there are negative attitudes, impulsivity and job dissatisfaction among employees. They are not able to perform their duties to the optimum level, ultimately, staffing is not suited to customers, and they are faced with reduced productivity.

منابع و مأخذ:


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_||_

  1. Aftaby، Maryam (2012).The role of communication skills on the business space. First Business Management Conference, Hamedan, Tolo Farzin Science & Technology Co., Bu-Ali Sina University.
    2.
  2. Akhlaghy ketabchy, Simin (2002). Investigating the effective factors on the performance of managers of Alborz Insurance Company (from employees' point of view). Master's Thesis, Islamic Azad University, Tehran Branch.
    3.
  3. Alwani, Seyyed Mahdi and Hassan Danaeefard (2000). Sermons in the Philosophy of Theories of Governmental Organizations. Tehran: Publication of the samt.
    4.
  4. Alwani, Seyyed Mehdi and Behrooz Riahi (2002). Measuring the quality of services in the public sector. Tehran: Publications of Iran's Industrial Research and Training Center.
    5.
  5. Arbab, Abbas (2014). The Effect of Communication Skills on Job Satisfaction among Alborz University of Medical Sciences. Master's Thesis, Islamic Azad University, Tehran Branch of East.
    6.
  6. Awli, Samad. (2001). Customer satisfaction. Tadbir Monthly,. 130, p. 14.
    7.
  7. Caruana,Albert,(2002),"Service Loyalty :The Effects of  Service Quality and Mediating role of Customer Satisfaction ",p.818
    8.
  8. Chakravarty,sugato,(2003),"Relationship and Individuals Bank Swtching Behavior ",Jurnal of Economic Psychology ,p.13
    9.
  9. Daremami, Fatemeh (2012). Relationship between leadership style and communication skills of managers with mental health of employees. Journal of Medical Sciences. C 20
    10.
  10. Eghtedari, Ali Mohammad (1992). Organization and management (system and organizational behavior). Molavi Publications.
    11.
  11. Farhangi, Ali Akbar (2009). Human Communication, Tehran: Rasa Cultural Service Institute.
    12.
  12. Gavashiriani, Motahareh (2013). The Relationship between Communication Skills of High School Principals in Tehran Education on the Teachers' Motivation. Master's Thesis, Islamic Azad University, Tehran Branch of East.
    13.
  13. Gutman, Catheter (1994). Speech Intermediate People (Translated by Seyed Akbar Mirhosseini). Tehran: Amir Kabir.
    14.
  14. Haghighi, Mohammad Ali (2004). Adaptive management, Advanced Adaptive Administrative System. Tehran: Terme Publishing.
    15.
  15. Haji Sharif, Mahmud (1994). Design of Total Quality Management System (TQM), Tehran: Abyk Cement Industrial Training Center.
    16.
  16. Hersey, Powell and Blanchard, Kent H. (1998). Management of Organizational Behavior. Translation by Qasem Kabiri. Tehran: Publishing House Jihad University (Majed)
    17.
  17. Heydari, Sa'id and Mostafa Jafari (2005). Trends in Service Technologies, Tadbir Monthly. 178, pp. 25-14.
    18.
  18. Hicks and Gullet, Griffith, Daniel (1994). Human Relations in Educational Management, Translation: Khodadad Bakhshi, Tehran: Samandar.
    19.
  19. Hosseini Sarkhosh, Seyyed Mehdi (2009). The Conceptual Framework of the Influence of Transformational Leadership on Organizational Culture, Human Development Policeman, vol. 7, no. 30, 59-72.
    20.
  20. Imami Naini, Nasrin (2002). Effective Communication Skills, Tehran: Welfare Organization of Iran.
    21.
  21. Moghimi, Seyed Mohammad (2005): Organization and Management, Research Approach, Fourth Edition, Terme Publishing.
    22.
  22. Musakhani, Morteza and Ali Mohammadnia (2005). Finding and Indicators of Selection of Modern Leadership Model and Its Integration in Organizations (Comparative Comparison of Leadership Leadership and Transformational Leadership), Journal of Management Culture, Vol. 4, No. 14, 163-201.
    23.
  23. Robbins, Steven P. and Timothy, E. Jayej (2013). Organizational Management (Vol. 1). Translation by Mehdi Zare, Tehran: Nas.
    24.
  24. Safdari, Ali.(2002).Quality management,customer base rehabilitation plan. Journal of Payame tahavol edari. 120, pp. 5-4.
    25.
  25. Sajjadipour, Farideh (2008). The Effectiveness of Educational Skills Based on the World Health Organization's Program on Marital Adaptation of Couples Living in Karaj. Master's Thesis Alzahra University.
    26.
  26. Sanjakhi, Mohammad Ibrahim (2000). Analyzing the Transformational Leadership Nature and Dimensions. Quarterly Journal of Humanities in Al-Zahra University (S), Year 11, Issue, 37-38, pp. 312-281.
    27.
  27. Seyed Javadin, Seyed Reza and Masoud Kamasi (2004). Quality management services. Tehran: Publishing negah danesh.
    28.
  28. Sharif Zadeh, Fattah (1999). Integrated quality management: principles and concepts, perspectives and applications. Tehran: Terme Publishing.
    29.
  29. Sistani, Fatima (2008). Investigating the Relationship between Work Ethics and Service Quality in Government Organizations in Kerman. Master's Thesis, Kerman University of Technology.
    30.
  30. Soleimani, Nader and Abaszadeh, Naser and NiazAzari, Behrooz. (2001). the Relationship between Work Ethics and Job Satisfaction and Job Stress among Staff at Tehran Technical and Professional Education Organization. Quarterly Journal of New Approach in Educational Management, Third Year, No. 1, pp. 38-21.
    31.
  31. Venus, Davar and Mitra Saffaiian (2000). Application Services for Banking Services Marketing, Third Edition, negah danesh Publication, Tehran.
    32.

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