تبیین تجارت‌ الکترونیک در کارکرد مدیریت ارتباط با مشتری

هدف این پژوهش شناسایی ابعاد تجارت‌ الکترونیک و مدیریت ارتباط با مشتری و تبیین ارتباط بین آن‌ها است‌. در روش فرا ترکیب‌، جامعه آماری، مقالات در بازه زمانی معین و در روش مدل سازی ساختاری تفسیری خبرگان کلیه شرکت های مورد تائید مرکز توسعه تجارت‌ الکترونیکی وزارت صمت می باشند که نماد اعتماد الکترونیکی دارند و در حوزه تجارت‌ الکترونیک فعالیت می کنند. در مدل‌سازی ساختاری تفسیری از روش نمونه گیری گلوله برفی استفاده ‌شده است. در هر دو روش، ملاک اندازه نمونه، اشباع نظری بوده است. در روش فراترکیب به‌منظور گردآوری داده از مطالعه کتابخانه‌ای و وب گردی و در مدل‌سازی ساختاری تفسیری از پرسشنامه استفاده ‌شده است‌. برای تحلیل داده در روش فراترکیب از کدگذاری باز و در مدل‌سازی ساختاری تفسیری از تحلیل میک مک استفاده ‌شده است‌. در روش شاخص‌سازی، مولفه‌های فرعی جدید به مدل‌های فراترکیب اضافه گردید‌. در مدل‌سازی ساختاری تفسیری مولفه‌ها بر مبنای قدرت نفوذ و میزان وابستگی تحلیل و مدل جامع پژوهش معرفی شد‌. مدیریت ارتباط با مشتری الکترونیک تاثیرگذارترین مولفه و توسعه و کاربرد و موفقیت تجارت‌ الکترونیک به‌عنوان تاثیرپذیرترین آن‌ها معرفی شدند‌. اعتماد و رضایت مشتری در تجارت‌ الکترونیک‌ و عوامل کلیدی موفقیت و رضایتمندی مشتری در مدیریت ارتباط با مشتری مولفه پیوندی لقب گرفتند که تاثیرگذاری و تاثیرپذیری نسبتاً بالایی داشتند‌. هیچ مولفه‌ای در ناحیه خودمختار قرار نگرفت‌. در نهایت پیشنهادهایی ارائه گردید.

the role of explaining e-commerce in customer relationship management

introduction: nowadays, computers have affected all aspects of human life. basic business elements such as customers’ personal information are all stored in computers, and this intangible information includes a large proportion of corporate assets. e-commerce with a customer-oriented approach is defined as technology-oriented relationship marketing, which is used by companies with the intention of maintaining customer relations owing to its significant advantages over the traditional e-commerce. iranian businesses, despite facing tough competition in domestic and foreign markets, have realized the importance of customer retention, but they are not as familiar with customer relationship management capabilities as they should be, nor do they know about e-commerce tools. if the problem is solved, the way will be paved for the successful implementation of crm. this gap has led to economic inefficiency and the ultimate shutdown of many businesses. the main problems are the lack of managers’ understanding of the importance of communication with the customer, the use of some outdated marketing models to establish this relationship, and the lack of e-commerce capacity to implement crm.methodology: the main purpose of this study is to identify the components of e-commerce and crm and explain the relationship between them in the form of a comprehensive model. to this end, at first, the components of these two variables were identified using the meta-synthesis and indexing methods, and meta-synthesis models of research were presented. then, using the interpretive structural modeling, a comprehensive research model was introduced to show the relationship between the mentioned components. the present study is exploratory mixed research in terms of method. meta-synthesis is applied in the qualitative part, and in the qualitative-quantitative part is based on ism. the meta-synthesis focuses on qualitative studies and their in-depth analysis with the aim of deeper understanding. ism is technically appropriate for analyzing the effect of one element on other elements. in terms of purpose, the meta-synthesis section is an applied research work, and it is a qualitative study in terms of implementation. the ism part is an applied research work in terms of purpose and a qualitative study in terms of implementation. also, this method is descriptive-survey in terms of nature and partly developmental in terms of results. according to popper’s foresight diamond model, it is one of the semi-quantitative research methods. in meta-synthesis, library studies and web browsing were conducted to collect data. the ism section was based on a researcher-made questionnaire. open coding method was used for data analysis in the meta-synthesis, and mic mac analysis was done for ism. the statistical population in the meta-synthesis section was the scientific articles in the field of e-commerce and crm from 1996 to 2017 for latin articles and from 2001 to 2017 for persian articles. in the meta-synthesis, the criterion for sample size was theoretical saturation. in the ism, the statistical population included 83 experts from the companies approved by the electronic commerce development center of the ministry of industry, mines and trade, which have the symbol of e-trust and operate in the field of e-commerce. the statistical sample in this method consisted of 15 experts from the mentioned companies. the sampling method was snowball sampling, and the criterion for sample size was the theoretical saturation.results and discussion: in the meta-synthesis section and in the first stage of the article evaluation, there existed 52 articles in the field of e-commerce and 60 articles in the field of crm. in the second stage, there were 45 articles in the field of e-commerce and 47 in the field of crm. finally, in the third stage, 29 articles were accepted in the field of e-commerce and 27 in the field of crm.