استقرار موفق مدیریت ارتباط با مشتری در صنعت گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

2 دانشیار، دانشکدۀ اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران

10.22034/jtd.2022.327748.2564

چکیده

پرداختن به مفهوم مدیریت ارتباط با مشتری، تأثیر بسزایی در کیفیت فعالیت در صنعت گردشگری دارد، اما نرخ موفقیت در استقرار نظام‌های مدیریت ارتباط با مشتری بسیار پایین است و بیش از 70 درصد از این پروژه‌ها شکست را تجربه می‌کنند. هدف از این پژوهش، ارائة الگویی برای استقرار موفق نظام مدیریت ارتباط با مشتری در صنعت گردشگری است. پژوهش کاربردی حاضر، ماهیت اکتشافی داشته است و با استفاده از رویکرد تئوری داده‌بنیاد، در یک دورة زمانی یک‌ساله، 35 شرکت حوزة گردشگری را در استقرار نظام مدیریت ارتباط با مشتری بررسی کرده و ضمن مصاحبه با مدیران پروژة استقرار در این شرکت‌ها، به مطالعه و مشاهدة اسناد آن‌ها پرداخته است. نتایج پژوهش نشان داد که استقرار موفق نظام مدیریت ارتباط با مشتری در صنعت گردشگری، نیازمند حمایت مدیریت، فرهنگ و تعلق سازمانی و داشتن سواد سازمانی مناسب است. زیرساخت فنّاوری اطلاعات و محدودیت بودجه، موانع پروژة استقرارند. یکپارچه‌سازی فرایندهای سازمان، آموزش، تشویق و تنبیه، همسوسازی راهبردی، فراهم‌ساختن زیرساخت فنی، داشتن شناخت کافی از مشتری و تعریف مناسب بودجه، به‌منزلة اقدامات تجویزی (راهبردهای) استقرار موفق مدیریت ارتباط با مشتری شناسایی شدند.

کلیدواژه‌ها


عنوان مقاله [English]

Customer Relationship Management Successful Implementation in Tourism Industry

نویسندگان [English]

  • Navid Mollaee 1
  • S.Mahmood Zanjirchi 2
  • Seyed Habibollah Mirghafoori 2
  • Habib Zare 2
1 Ph.D. Student, Department of Management Science, Yazd University, Yazd, Iran
2 Associate Professor, Department of Management Science, Yazd University, Yazd, Iran
چکیده [English]

Working on Customer Relationship Management (CRM) has an enormous impact on the activities in the tourism industry. But the success rate in CRM system implementation is too low, and failure has been seen in more than 70% of these projects. The purpose of this study is to provide a model for the successful implementation of a customer relationship management system in the tourism industry. This applied research is exploratory in nature and uses the grounded theory approach to study 35 tourism companies over a year. CRM project managers in these organizations participated in interviews, and their documents have been observed and analyzed. The results showed that successful CRM implementation in the tourism industry requires management support, organizational culture and belonging, and appropriate corporate literacy. Information Technology (IT) infrastructure and budget constraints are barriers to the deployment project. Integrating organization processes, training managers and staff, encouraging and punishing employees, strategic alignment, providing the technical infrastructure, providing sufficient customer recognition, and suitable budget development were identified as the prescriptive actions (or strategies) for successful implementation of CRM systems.

کلیدواژه‌ها [English]

  • Customer Relationship Management (CRM)
  • CRM Implementation
  • Tourism Industry
  • Grounded Theory
باصولی، مهدی و دوستی ایرانی، مهناز (1399). بررسی ارتباط فرهنگ سازمانی و مدیریت ارتباط با مشتری در صنعت هتلداری (مطالعة موردی: هتل‌های چهارستارة شهر یزد). گردشگری و توسعه، 9(3)، ۲۴۹-262.
دانایی‌فرد، حسن، و امامی، سیدمجتبی (1386). استراتژی‌های پژوهش کیفی ـ نظریه‌پردازی داده‌بنیاد. اندیشة مدیریت راهبردی، 1(2)، 69-97.
دانایی‌فرد، حسن و مظفری، زینب (1387). ارتقای روایی و پایایی در پژوهش‌های کیفی مدیریتی: تأملی بر استراتژی‌های ممیزی پژوهشی. پژوهش‌های مدیریت، 1(2)، 131-162.
مختاری، مهرنگ، آزاد، ناصر و روستا، علیرضا (1401). بررسی عوامل مؤثر بر سفر مجدد گردشگران به جزیرۀ کیش با رویکرد تئوری عملکرد متقاعدکننده: پژوهشی آمیخته. گردشگری و توسعه، 11(1)، 53-68.
نیکو، حسین و مروتی شریف‌آبادی، علی (1396). تأثیر مدیریت ارتباط با مشتری بر جنبه‌های عملکرد سازمانی (مورد مطالعه: هتل‌های 3 تا 5 ستارة مشهد). مطالعات مدیریت گردشگری، 12(39)، 48-27.
Ahani, A., Rahim, N. Z. A. & Nilashi, M. (2017). Forecasting social CRM adoption in SMEs: A combined SEM-neural network method. Computers in Human Behavior, 75(10), 560-578. doi: 10.1016/j.chb.2017.05.032
Alshawi, S., Missi, F., & Irani, Z. (2011). Organizational, technical and data quality factors in CRM adoption - SMEs perspective, Industrial Marketing Management, 40, 376–383. doi: 10.1016/j.indmarman.2010.08.006
Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 25(8), 799-819. doi: 10.1080/13527266.2018.1449007
Basouli, M., Doosti-Irani, M. (2020). Investigating the relationship between Corporate Culture and Customer Relationship Management in the Hotel Industry (Case Study: Four Star Hotels in Yazd). Journal of Tourism and Development, 9(3), 249-262. doi: 10.22034/jtd.2020.220230.1971. [in Persian]
Chalmeta, R. (2006). Methodology for customer relationship management. The Journal of Systems and Software, 79, 1015-1024. doi: 10.1016/j.jss.2005.10.018
Curado, C., Oliveira, M. & Antunes, M. (2019). Organizational ambidexterity and customer relationship management: A cycle of virtue. Knowledge and Process Management, 26(3), 229–243. doi: 10.1002/kpm.1605
Dalla Pozza, I., Goetz, O. & Sahut, J. M. (2018). Implementation effects in the relationship between CRM and its performance. Journal of Business Research, 89, 391-403. doi: 10.1016/j.jbusres.2018.02.004
Danaeifard, H., & Mozaffari, Z. (2008). Promoting validity and reliability in qualitative managerial research: a reflection on research audit strategies. Management Research, 1(1), 131-162. Retrieved from http://ensani.ir/fa/article/download/41936. [in Persian]
Danaeifard, H., Emami, S. (2007). Strategies of Qualitative Research: A Reflection on Grounded Theory. Strategic Management Thought, 1(2), 69-97. doi: 10.30497/smt.2007.104 .[in Persian]
Diffley, S., & McCole, P. (2015). Extending customer relationship management into a social context. The Service Industries Journal, 35(11-12), 591-610. doi: 10.1080/02642069.2015.1062882
Dubey, N. & Sangle, P. (2019). Customer perception of CRM implementation in banking context: Scale development and validation. Journal of Advances in Management Research, 16(1), 38-63. doi: 10.1108/JAMR-12-2017-0118
Eid, R., & El-Gohary, H. (2014). Testing and validating customer relationship management implementation constructs in Egyptian tourism organizations. Journal of Travel and Tourism Marketing, 31(3), 344-365. doi: 10.1080/10548408.2014.883348
Galvao, M. B., de Carvalho, R. C., Oliveira, L. A. B. d. & Medeiros, D. D. d. (2018). Customer loyalty approach based on CRM for SMEs. Journal of Business & Industrial Marketing, 33(5), 706-716. doi: 10.1007/s11365-022-00800-x
Garrido-Moreno, A., & Padilla-Meléndez, A. (2011). Analyzing the impact of knowledge management on CRM success: The mediating effects of organizational factors. International Journal of Information Management, 31(5), 437-444. doi:
Golafshani, N. (2003). Understanding Reliability and Validity in Qualitative Research. The Qualitative Report, 8(4), 597-607. doi: 10.1016/j.ijinfomgt.2011.01.002
Guerola-Navarro, V., Oltra-Badenes, R., Gil-Gomez, H., & Fernandez, A. (2021). Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector. Technological Forecasting and Social Change, 169, 120838. doi: 10.1016/j.techfore.2021.120838
Hallikainen, H., Savimäki, E., & Laukkanen, T. (2020). Fostering B2B sales with customer big data analytics. Industrial Marketing Management, 86(April), 90-98. doi: 10.1016/j.indmarman.2019.12.005
Jaber, F. & Simkin, L. (2017). Unpicking antecedents of CRM adoption: a two-stage model. Journal of Strategic Marketing, 25(5-6), 475-494. doi: 10.1080/0965254X.2016.1149212
Kvale, S. (1996). Interviews: An Introduction to qualitative research interviewing. Thousand Oaks, CA: Sage Publications.
Meyliana, Hidayanto, A. N., & Budiardjo, E. K. (2016). The critical success factors for customer relationship management implementation: a systematic literature review. International Journal of Business Information Systems, 23(2), 131-174. doi: 10.1504/IJBIS.2016.078904
Mokhtari, M., Azad, N., Rousta, A. (2022). Investigating the factors affecting the return of tourists to Kish Island with a Persuasive Performance Theory Approach: Mixed method Research. Journal of Tourism and Development, 11(1), 53-68. doi: 10.22034/jtd.2021.296396.2403. [in Persian]
Nguyen, B., Chen, J., Foroudi, P., Yu, X., Chen C. S., & Yen, D. A. (2020). Impact of CRM strategy on relationship commitment and new product development: mediating effects of learning from failure, Journal of Strategic Marketing, doi: 10.1080/0965254X.2020.1807590.
Nguyen, T. H., Sherif, J. S. & Newby, M. (2007), Strategies for Successful CRM Implementation, Information Management & Computer Security, 15(2), 102-115. doi: 10.12691/jbms-7-1-3
Nikoo, H., Morovati sharifabadi, A. (2017). The Effect of Customer Relationship Management on Organizational Performance Aspects (Case Study: 3 to 5 Star Hotels of Mashhad). Tourism Management Studies, 12(39), 27-48. doi: 10.22054/tms.2017.8467.1213. [in Persian]
Onions, P. E. W. (2006). Grounded theory applications in reviewing knowledge management literature. Paper presented at Leeds Metropolitan University Innovation North Research Conference, Leeds, UK. 24 May 2006.
Parry, K., Mumford, M. D., Bower, I., & Watts, L. L (2014), Qualitative and historiometric methods in leadership research: A review of the first 25years of The Leadership Quarterly. Leadership Quarterly, 25(1), 132-151. doi: 10.1016/j.leaqua.2013.11.006
Pedron, C. D., Picoto, W. N., Dhillon, G. & Caldeira, M. (2016). Value-focused objectives for CRM system adoption. Industrial Management & Data Systems, 116(3), 526-545. doi: 10.1108/IMDS-01-2015-0018
Rafiki, A., Hidayat, S. E. & Al Abdul Razzaq, D. (2019). CRM and organizational performance: A survey on telecommunication companies in Kuwait. International Journal of Organizational Analysis, 27(1), 187-205. doi: 10.1108/IJOA-11-2017-1276
Rahimi, R. (2017). Organizational Culture and Customer Relationship Management: A Simple Linear Regression Analysis. Journal of Hospitality Marketing & Management, 26(4), 443-449. doi: 10.1080/19368623.2017.1254579
Salomann, H., Dous, M., Kolbe, L., & Brenner, W. (2005). Rejuvenating customer management: How to make knowledge for, from and about customers work. European Management Journal, 23(4), 392-403. doi: 10.1016/j.emj.2005.06.009
Sebastian, K. (2019). Distinguishing Between the Strains Grounded Theory; Classical, Interpretive and Constructivist. Journal for Social Thought, 3(1), 1-9. Retrieved from: https://ojs.lib.uwo.ca/index.php/jst/article/view/4116/6633
Sota, S., Chaudhry, H. & Srivastava, M. K. (2020). Customer Relationship Management Research in Hospitality Industry: A Review and Classification. Journal of Hospitality Marketing & Management, 29(1), 39-64. doi: 10.1080/19368623.2019.1595255
Strauss, A., & Corbin, J. (1994). Grounded Theory methodology: An overview, In: Handbook of Qualitative Research., 85-273
Trainor, K. J., Andzulis, J. (Mick), Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208. doi: 10.1016/j.jbusres.2013.05.002
Tuzhilin, A. (2012). Customer relationship management and web mining: The next frontier. Data Mining and Knowledge Discovery, 24(3), 584-612. doi: 10.1007/s10618-012-0256-z
Udunuwara, M., Sanders, D., & Wilkins, H. (2019). The dichotomy of customer relationship management and variety-seeking behavior in the hotel sector. Journal of Vacation Marketing, 25(4), 444–461. doi: 10.1177/1356766718817793
Williams, P., Ashill, N. & Naumann, E. (2016). Toward a contingency theory of CRM adoption. Journal of Strategic Marketing, 25(5-6), 454-474. doi: 10.1080/0965254X.2016.1149211
Yan, J., Zheng, Y., Bao, J., Lu, C., Jiang, Y., Yang, Z. & Feng, C. (2021). How to improve new product performance through customer relationship management and product development management: evidence from China, Journal of Business & Industrial Marketing, 36(1), 31-47. doi: 10.1108/JBIM-05-2019-0190
Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2004). Customer relationship management implementation gaps. Journal of Personal Selling and Sales Management, 24(4), 279-295. doi: 10.1080/08853134.2004.10749038
Zerbino, P., Aloini, D., Dulmin, R. & Mininno, V. (2018). Big Data-enabled Customer Relationship Management: A holistic approach. Information Processing & Management. 54(5), 818-846. doi: 10.1016/j.ipm.2017.10.005