تأثیر مدیریت ارتباط با مشتریان بر عملکرد شرکت با توجه به نقش تعدیل‌کنندگی قابلیت نوآوری: شواهدی از شرکت تولید و بسته‌بندی قارچ

اقتصاد و توسعه کشاورزی

مقاله 7، دوره 38، شماره 1 - شماره پیاپی 62، فروردین 1403، صفحه 119-139   

نوع مقاله: مقالات پژوهشی

شناسه دیجیتال (DOI): 10.22067/jead.2024.86675.1253

نویسندگان

سیدحسین هاشمی فرد^{* 1}؛ سیدمجتبی موسوی نقابی²؛ مریم اولادی³

¹مجتمع آموزش عالی گناباد، گناباد، ایران

²گروه مدیریت بازرگانی، دانشکده علوم انسانی، مجتمع آموزش عالی گناباد، گناباد، ایران

³گروه مدیریت، واحد نیشابور، دانشگاه آزاد اسلامی، نیشابور، ایران

چکیده

در سال‌های اخیر با افزایش رقابت بین شرکت‌های فعال در عرصه کشاورزی، نوآوری در ارتباط مؤثر با مشتریان به یکی از الزامات موفقیت این شرکت‌ها تبدیل شده است. لذا، پژوهش حاضر با هدف مطالعه تأثیر شیوه‌های مدیریت ارتباط با مشتری بر عملکرد سازمان با توجه به نقش تعدیل‌کنندگی قابلیت نوآوری است؛ که با جمع‌آوری شواهد تجربی از شرکتی فعال در عرصه کشاورزی، شرکت تولید و بسته‌بندی قارچ سپید مزرعه در شهرستان کاشمر انجام شده است. پژوهش حاضر از لحاظ هدف، جز تحقیقات کاربردی و از نظر روش‌شناسی جز تحقیقات پیمایشی به شمار می‌آید. جامعه آماری پژوهش حاضر کارکنان شرکت مذکور بود؛ که پرسشنامه با استفاده از روش سرشماری بین کلیه 60 کارمند شرکت توزیع شد و نهایتاً 53 پرسشنامه قابل استفاده جمع‌آوری گردید. تحلیل داده‌ها و آزمون فرضیه‌ها از تکنیک بوت ‌استرپینگ و روش مدلسازی معادلات ساختاری با استفاده از نرم‌افزارهای SPSS نسخه 19 و PLS نسخه 3 انجام شده است. بر اساس نتایج پژوهش مدیریت ارتباط با مشتری با ضریب مسیر 6/0 بر عملکرد سازمان تأثیر مثبت معنی‌داری داشته است و متغیر قابلیت نوآوری این رابطه را به‌صورت مثبت تعدیل کرده است. همچنین از بین مؤلفه‌های مدیریت ارتباط با مشتریان، بیشترین تأثیر را بر عملکرد سازمان، به‌ترتیب متغیر حل مسأله مشترک با ضریب تأثیر 685/0، مدیریت ارتباط با مشتری بر پایه فناوری با ضریب تأثیر 577/0، شراکت بلندمدت با ضریب تأثیر 430/0، درگیر کردن مشتری با ضریب تأثیر 410/0 و به اشتراک‌گذاری اطلاعات با ضریب تأثیر 318/0 داشته است. با توجه به یافته‌های پژوهش به کسب‌ وکارهای فعال در عرصه کشاورزی پیشنهاد می‌شود با استفاده از رویکردی متناسب با فناوری‌های نوین و سلایق مشتریان، نسبت به بکارگیری نوآوری‌های تازه و بدیعی در مؤلفه‌های مدیریت ارتباط با مشتری با هدف ارتقای مزیت رقابتی و بهبود عملکرد سازمان بکوشند.

کلیدواژه‌ها

بهبود عملکرد؛ تولید و بازاریابی قارچ؛ قابلیت نوآوری؛ مدیریت ارتباط با مشتری

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