بررسی نقش مدیریت ارتباط با مشتری درتوسعه ی صنعت گردشگری ورزشی از دیدگاه ورزشکاران و کارکنان المپیاد کارگری بانوان کشور (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف از پژوهش حاضر بررسی نقش مدیریت ارتباط با مشتری (CRM) در توسعه ی صنعت گردشگری ورزشی استان مازندران بود. از این رو، 274 ورزشکار و کارمند المپیاد کارگری بانوان کشور در تحقیق حاضر شرکت کردند. روش تحقیق توصیفی و از نوع همبستگی پیرسون و رگرسیون چندگانه، با استفاده از نرم افزار SPSS19 مورد تجریه و تحلیل قرار گرفت. نتایج نشان داد که همبستگی ابعاد مدیریت ارتباط با مشتری با توسعه ی صنعت گردشگری ورزشی همبستگی معنی داری دارند (pSurvey of Customer Relationship Management in the Development of Sports Tourism Industry (Case Study: Women Workers' Olympiad Country)
ExtendedIntroduction Customer relationship management developed a process of information which focuses on the capability of an organization in identifying its valuable customers. It also attempts to find better potential customers and markets. Exercise is now considered as one of most important sources of making revenue for a country. Customer Relationship Management (CRM) can be extremely helpful for this industry. This is also important in proving the importance of research in this area. With regard to the significance of developing sport tourism in the province as well as the importance of customer relationship management, the relevant organizations need to respond to these questions adequately; it should also be tried to explore into ways and methods that can greatly enhance development of tourism industry through Customer Relationship Management (CRM). Materials and Methods The statistical research population included 317 people and the statistical sample included 274 people who used formula sampling Cochran. The research methodology used was descriptive and correlation and multiple regressions with Pearson use the software SPSS19. Discussion and Results In this research, 274 athletes and Olympiad staff were reviewed through the questionnaires that were handed out among them. Also among the employees ' job type, % 67. 5 (n = 185) held bachelor degree (the highest number) and % 0.11 (n = 30) held master degrees. The maximum dimensions of the correlation of customer relationship management and the development of sports tourism industry related to the Organization's management agent (r =0.42) and the lowest correlation related to knowledge management (r =0.31). Overall conclusions showed that the correlation between customer relationship management has a significant positive correlation (r =0.35) in the development of sports tourism industry of the province. Conclusion The results showed that the Organization's management of the operating dimensions of customer relationship management in increasing the amount of sports tourism development in Mazandaran province and its importance to the education prerequisite for certain employees, how the type of behavior, customer satisfaction and customer dissatisfaction type fix. Because an unhappy customer can make their dissatisfaction to transfer a lot of people. Keywords : Tourism, Sport, Women's Olympiad and Customer Relationship Management. Reference: Akbar Khan, S., Qureshi, A.S. and Imran Hunjra, A. (2014). CRM implementation: A descriptive study of the service industry in Pakistan, World Applied Sciences Journal , No. 3: 355-361. Akbar Khan, S., Nadeem, E., Ebtisam, M. and Sheikh Z.S. (2012). Integration between customer relationship management (CRM) and data warehousing, Procedia Technology , 1: 239–249. Ashoori, M., Sharif Khani, M. and Tarekh, MJ. (2014). Development of customer knowledge management process by using customer relationship management systems. Journal of Technology , No. 40: 62. (In Persian) Asgari, N. (2005). Examine the Relationships between Organizational Knowledge Management Strategy at the Ministry of Labour and Social Affairs , Tehran University, p. 52. Balali, M., Moein Far, MR., Hamedinia, MR. and Amirahmadi, A. (2012)Check administrators and experts on the development of sports tourism industry in Razavi Khorasan province, Journal of Sport Management , 13: 185-202. (In Persian) Chieko, M. and Dawson, J. (2008). The CRM process in retail and service sector firms in Japan: Loyalty development and financial return, Journal of Retailing and Consumer Services , 15: 375–385. Ehsani, M., Honarvar, A., Honary, R. and Fiona, H. (2010). Determinant important factors in quality sports tourism packages in country, Journal of Sport Management , No. 4: 34-46. (In Persian) Jafari, A. and Motameni, A.R. (1388). Survey (CRM) basic implementation of customer relationship management hotel industry in Iran, Journal of Landscape Management , No 30: 49-65. (In Persian) Haji Zmanali, A. (2004) . A Framework for the Implementation of Customer Relationship Management in Iranian Organizations , Tarbiat Modares University, Pp. 44-67. (In Persian) Hamzeh Lu, A., Shekarchizadeh Esfahani, A., Indigo, M. and Karimi, R. (2014). The relationship between customer relationship management and operation of the gas company central province, Journal of Modern Marketing , No. 12: 107-118. (In Persian) Honarvar, A., Ghafuri, F., Sharifian, I. and Farzan, F. (2007).Important factors in the marketing of sports tourism in Iran, Olympic Journal , No. 40: 31-44. (In Persian) Keramati, M.A. and Nikzad, M. (2008). Evaluation of the key success factors of customer relationship management, Journal of Textile Science and Technology . 4(21): 45-58. (In Persian) Khalegi Baygi, M., Bnar, A. and Ebrahimy, A. (2014).The main factors affecting the failure of the customer relationship management (customers) in the health system, Journal Health Information Management , 11(5): 21-36. (In Persian) Khalil Zadeh, M., Ghahramani, M. and GHiami Rad, A. (2010). The feasibility development of sport tourism in West Azerbaijan province, Journal of Sport Sciences , 2(4): 133-150. (In Persian) Khoshgadam, A. and Allahi Roodposhti, S. (2014). The Relationship between relationship quality and brand equity, customer relationship management (Case study: Bank of Tejarat, Rasht). http://modir-bank.mihanblog.com. (In Persian) Nettleton, D. (2014 ). Commercial data mining CRM, customer relationship management and analysis, Chapter 13, Processing, Analysis and Modeling for Predictive Analytics Projects , Pp. 195–208. Zytvnly, A., Honary, H. and Farahani, A. (2011).Search capabilities and an important source of tourism in Golestan province, Contemporary Research in Sport Management , No. 1: 71-84. (In Persian)
تبلیغات
