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

مجله 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

مراجع

1. Adnan Hassoun Al-Khafaji, A., Behbodi, A., & Moradi, M. (2023). Investigating the effect of organizational knowledge sharing on innovation performance with the mediating role of innovation capability and moderating scale of networking and communication strength (case study of small and medium-sized companies in Iraq). Organizational Knowledge Management Quarterly, 6(1), 59-23. (In Persian with English abstract). https://dorl.net/dor/20.1001.1.26454262.1402.6.1.1.2
2. Akbari, M., & Parveen, F. (2023). Identifying the components of entrepreneurship development in the agricultural sector based on information technology. Journal of Entrepreneurship Studies and Sustainable Development of Agriculture, 9(3), 71-86. (In Persian with English abstract). https://doi.org/10.22069/jead.2022.20109.1587
3. Alshurideh, M., Kurdi, B., Alhamad, A., Hamadneh, S., Alzoubi, H., & Ahmad, A. (2023). Does social customer relationship management (SCRM) affect customers’ happiness and retention? A service perspective. Uncertain Supply Chain Management, 11(1), 277-288. http://dx.doi.org/10.5267/j.uscm.2022.9.015
4. Ampornklinkaew, C. (2023). A bibliometric review of research on customer commitment. Journal of Relationship Marketing, 22(4), 254-298. https://doi.org/10.1080/15332667.2023.2197771
5. Arabshahi, M., & Abbas Zadeh Qara Tekan, H. (2022). The impact of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasis on customer knowledge. Journal of Value Creation in Business Management, 3(2), 42-61. (In Persian with English abstract).
6. Agha kazem shirazi, S., Rezazadeh, J., & Kordestani, G. (2019) Analysis of Organizational Performance: Financial and Structural Approaches, 8(4):1-22. (In Persian with English abstract)
7. Asgari, N., Ansari, M., Rashidi, M., & Sorani, Ali. (2019). Enhancing innovative and sales performance through customer knowledge management. Innovation Management in Defense Organizations, 3(3), 75-96. (In Persian with English abstract).
8. Abbasi, L., Sharifzadeh, M.Sh., Abdullahzadeh, Gh.H., & Mehboobi, M.R. (2017). Collective innovation in the value chain in agricultural production cooperatives. Entrepreneurship Studies and Sustainable Agricultural Development, 5(4), 43-70. (In Persian with English abstract)
9. Apenes Solem, B.A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33(5), 332-342. https://doi.org/10.1108/JCM-04-2015-1390
10. Abtin, A., & Pouramiri, M. (2016). The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company). Marketing and Branding Research, 3, 41-49. (In Persian).
11. Asanlu, B., & Khodami, S. (2015). Investigating the effect of brand image on customer profitability for an organization based on service quality and customer perceived value. Research Journal of Executive Management, 7(14), 13-32. (In Persian with English abstract)
12. Alem, M., Basri bin, R., & Shaharuddin bin, T. (2013). Assessing the influence of customer relationship management (CRM) dimensions on organization performance an emperical study in the hotel. Industry Journal of Hospitality and Tourism, Technology, 4(3), 228-247. https://doi.org/10.1108/JHTT-01-2013-0002
13. Azizi, F. (2013). Questionnaire to investigate the relationship of organizational learning with job involvement and organizational innovation of secondary school teachers in Kermanshah province in the academic year of 2013-2014. Master's thesis, Bu Ali Sina University, Department of Educational Sciences. (In Persian)
14. Curado, C., & Vieira, S. (2019). Trust, knowledge sharing and organizational commitment in SMEs. Personnel Review, 48(6), 1449-1468. https://doi.org/10.1108/PR-03-2018-0094
15. Camilleri, M.A. (2021). Using the balanced scorecard as a performance management tool in higher education. Management in Education, 35(1), 10-21.‏ https://doi.org/10.1177/0892020620921412
16. Diawati, P., Gadzali, S.S., Mahardhani, A.J., Irawan, B., & Ausat, A.M.A. (2023). Analyzing the Dynamics of Human Innovation in Administration. Journal Ekonomi.
17. Hendriyani, C., & Auliana, L. (2018). Transformation from relationship marketing to electronic customer relationship management: A literature study. Review of Integrative Business and Economics Research, 7, 116-124.‏
18. Etale, L.M., & Uranta, K.G. (2022). Digital marketing and consumer behavioral pattern of fast-food business enterprises in Yenagoa, Bayelsa State. European Journal of Hospitality and Tourism Research. https://doi.org/10.37745/ejhtr.2013/vol10no1pp.1-13
19. Etemad, M., Neafati, N., & Fathi, M. (2019). Modeling and designing a dual-objective supply chain network considering customer relationship management: A case study. Journal of Business Management, 12(46), 273-293. (In Persian with English abstract)
20. Fallah, A., Hosseini, S.M.H., & Lotfi, M. (2023). The effect of electronic customer relationship management on innovation in e-government service organizations with the mediating role of customer knowledge management (case study: Semnan province government counter offices). Innovation and Value Creation Journal, 11(22), 47-62. (In Persian with English abstract). https://dorl.net/dor/20.1001.1.27170454.1401.11.22.1.5
21. Foltean, F.S., Trif, S.M., & Tuleu, D.L. (2019). Customer relationship management capabilities and social media technology use: Consequences on firm performance. Journal of Business Research, 104, 563-575.‏ https://doi.org/10.1016/j.jbusres.2018.10.047
22. Gandasari, D. (2021). Analysis of Innovation attributes in the innovation adoption of agricultural mechanization technology in farmers. Journal Komunikasi Pembangunan, 19(01), 38-51. https://doi.org/10.46937/19202132705
23. Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R., & Sendra-García, J. (2021). Customer relationship management and its impact on innovation: A literature review. Journal of Business Research, 129, 83-87. https://doi.org/10.1016/j.jbusres.2021.02.050
24. Ghasemaghaei, M., & Calic, G. (2019). Does big data enhance firm innovation competency? The mediating role of data-driven insights. Journal of Business Research, 104, 69-84. https://doi.org/10.1016/j.jbusres.2019.07.006
25. Gdinovantus, M., Rosono, M., & Fermandes, J. (2017). In an article entitled: The relationship between innovation and the quality of overall management, and the effects of innovation on organizational performance.
26. Geib, M. (2005). Questionnaire architecture for customer relationship management approaches in financial services, IEEE. Proceedings of the 38^th Hawaii International Conference on System Sciences.
27. Hamdi, S.H., Sardari, A., Noami, A., & Nowrozi, M. (2023). Identifying dimensions and components of acceptance of customer relationship management social systems by professional users using web technology 2, 0. Value Creation Quarterly in Business Management, 3(2), 1-19. (In Persian with English abstract). https://doi.org/10.22034/jvcbm.2023.403930.1124
28. Herawaty, T., Tresna, P.W., & Liany, I.L. (2019). The effect of customer relationship management on customer loyalty (Study at Crown Hotel in Tasikmalaya). Review of Integrative Business and Economics Research, 8, 150-156.‏
29. Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.‏ https://doi.org/10.1007/s11747-014-0403-8
30. Hosseini, F., Sadighi, H., Mortazavi, S.A., & Farhadian, H. (2019). An E-commerce SWOT analysis for export of agricultural commodities in Iran. Journal of Agricultural Science and Technology, 21(7), 1641-1656.‏ http://dorl.net/dor/20.1001.1.16807073.2019.21.7.15.6
31. Khan, R.U., Salam Zadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26.‏ https://doi.org/10.1080/15332667.2020.1840904
32. Khorraminia, M., Lesani, Z., Ghasvari, M., Rajabion, L., Darbandi, M., & Hassani, A. (2019). A model for assessing the impact of cloud computing on the success of customer relationship management systems (case study: Agricultural companies). Digital Policy, Regulation and Governance, 21(5), 461-475. https://doi.org/10.1108/dprg-03-2019-0016
33. Liu, Y., & Chen, Z. (2023). A new model to evaluate the success of electronic customer relationship management systems in industrial marketing: the mediating role of customer feedback management. Total Quality Management & Business Excellence, 34(5-6), 515-537. https://doi.org/10.1080/14783363.2022.2071694
34. Luo, M., Zhou, G., & Wei, W. (2021). Study of the Game Model of E-Commerce information sharing in an agricultural product supply chain based on fuzzy big data and LSGDM. Technological Forecasting and Social Change. https://doi.org/10.1016/j.techfore.2021.121017
35. Libai, B., Bart, Y., Gensler, S., Hofacker, C.F., Kaplan, A., Kötterheinrich, K., & Kroll, E.B. (2020). Brave new world? On AI and the management of customer relationships. Journal of Interactive Marketing, 51(1), 44-56.‏
36. Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.‏
37. Mistry, S., Kirkman, B.L., Hitt, M.A., & Barrick, M.R. (2023). Take it from the top: how intensity of tmt joint problem solving and levels of interdependence influence quality of strategy implementation coordination and firm performance. Journal of Management Studies, 60(2), 400-427. https://doi.org/10.1111/joms.12838
38. Majdam Koch, M., Shafiei, S., & Sohrabi, N. (2023). Investigating the relationship between knowledge management practices and innovation in the organization by considering the mediating variable of knowledge application (case study: Mahshahr Petrochemical Company). Business Reviews, 21(120), 49-62. (In Persian with English abstract)
39. Mujahid, M., Kohensal, A., & Del Afrooz, N. (2021). The effect of customer orientation on the performance of manufacturing companies with an emphasis on creativity and innovation (case study: manufacturing companies in the industrial town of Rasht). Scientific Journal of New Research Approaches in Management and Accounting, 5(16), 270-288. (In Persian with English abstract)
40. Mardani Najaf Abadi, M., Abdshahi, A., Yavari, F., & Naghi Biranvand, F. (2021). Determining the efficiency and optimal level of using edible mushroom production inputs under conditions of uncertainty in Iran. Agricultural Economics and Development, 35(3), 231-244. (In Persian with English abstract). https://doi.org/10.22067/jead.2021.69647.1029
41. Moussavi Naqabi, S.M., Hosseini, S.A., & Moshiri Langroudi, N. (2021). The effect of movie nostalgia on visiting tourist attractions (case study: what time is the movie in your world). Tourism Management Studies, 16(56), 173-209. (In Persian with English abstract). https://doi.org/10.22054/tms.2021.61203.2547
42. Migdadi, M.M. (2020). Knowledge management, customer relationship management and innovation capabilities. Journal of Business & Industrial Marketing, 36(1), 111-124. https://doi.org/10.1108/jbim-12-2019-0504
43. Mahrous, A., Genedy, M.A., & Kalliny, M. (2020). The impact of characteristics of intra-organizational environment on entrepreneurial marketing intensity and performance in Egypt. Journal of Entrepreneurship in Emerging Economies, 12(5), 621-642.‏ https://doi.org/10.1108/jeee-08-2019-0115
44. Mohammadi, M., & Sohrabi, T. (2016). The effect of electronic customer relationship management on customer satisfaction. Smart Business Management Studies, 6(22), 107-128. (In Persian with English abstract).
45. Momeni, F., Banui, A.A., & Dastbani, S. (2016). The importance of the agricultural sector in terms of the balance of the social economic agricultural sector and the rural and urban sectors of Iran. Spatial Economy and Rural Development, 22(6), 17-46. (In Persian with English abstract)
46. Mehboobi, M. (2015). Investigating business obstacles of growing edible mushrooms in rural areas of Golestan province. Journal of Entrepreneurship Studies and Sustainable Development of Agriculture, 3(4), 117-140. (In Persian with English abstract).
47. Mahmoudi, A., Henry, H., & Eslami, A. (2015). The role of customer relationship management in customer loyalty to sports recreation centers. Journal of Sports Management Studies, 8(36), 189-208. (In Persian with English abstract)
48. Moghimi, S.M. (2015). The book of basics of organization and management. Rahdan Publications, 4^th
49. Mann, R., Adebanjo, O., & Kehoe, D. (1999). An assessment of management systems and business performance in the UK food and drinks industry. British Food Journal, 101(1), 5-21. https://doi.org/10.1108/00070709910251432
50. Najmi, M., & Behruznia, A.R. (2021). Electronic customer relationship management and company performance review in the development of product innovation. Quarterly Journal of New Research Approaches in Management and Accounting, 6(86), 717-727. (In Persian with English abstract)
51. Nguyen, D.T., Pham, V.T., Tran, D.M., & Pham, D.B.T. (2020). Impact of service quality, customer satisfaction and switching costs on customer loyalty. The Journal of Asian Finance, Economics and Business, 7(8), 395-405.‏ https://doi.org/10.13106/jafeb.2020.vol7.no8.395
52. Nyadzayo, M.W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.‏ https://doi.org/1016/j.jretconser.2016.02.002
53. Norouzi Rad, M., Poursalimi, M., & Dohaviyan, A. (2016). Investigating the effect of customer satisfaction on customer loyalty through the mediating role of customer relationship management quality (case study: customers of National Bank of Neyshabur). Comprehensive conference of management and accounting sciences. (In Persian with English abstract)
54. Purwanto, A. (2021). Partial least squares structural squation modeling (PLS-SEM) analysis for social and management research: a literature review. Journal of Industrial Engineering & Management Research.‏
55. Qanbari Qala Rudkhani, F., & Mozen Jamshidi, M.E. (2022). Meta-analysis of factors affecting creativity and innovation of employees of organizations. Innovation Management, 4(10), 63-88. (In Persian with English abstract). https://dorl.net/dor/20.1001.1.23225386.1400.10.4.3.4
56. Raeisi Ziarani, M., Janpors, N., & Taghavi, S. M. (2023). Effect of digital marketing on customer behavioral intentions with the mediation of customer relationship management. In International Conference on Entrepreneurship, Business and Online Marketing.
57. Rahbar, A.H., & Saidi, M. (2018). Feasibility of creating a button mushroom growing business (a case study in Ziaabad district of Qazvin province). Entrepreneurship 57- Studies and Sustainable Agricultural Development, 6(1). 17-36. (In Persian with English abstract).
58. Rahim Nia, F., Poua, A., & Elhami, S. (2014). The impact of innovative leadership and knowledge sharing on organizational performance through strategic coordination (case study: Subsidiaries and Subgroups of Tawanir), Strategic Management Research Quarterly, 21(59), 117-139. (In Persian with English abstract)
59. Saifullahi, N. (2023). Investigating the effect of customers' knowledge and awareness on improving the sustainability of the pistachio supply chain in Iran from the experts' point of view. Entrepreneurship Studies and Sustainable Development of Agriculture, 9(2), 133-156. (In Persian with English abstract). https://doi.org/10.22069/JEAD.2022.20373.1616
60. Shujaei, M., Mujibi Mikaili, T., & Mehdizadeh Ashrafi, T. (2023). Designing a developed performance evaluation model with a balanced scorecard approach (Case study: Foundation of the Underprivileged of the Islamic Revolution). Management, 4(1), 220-238. (In Persian with English abstract)
61. Shafiei, F., & Jamshidi, A. (2023). Analyzing the development structures of new agricultural businesses in Iran. Entrepreneurship Studies and Sustainable Development of Agriculture, 10(2), 121-139. (In Persian with English abstract). https://doi.org/10.22069/jead.2023.20999.1690
62. Stanisławski, R. (2020). Open innovation as a value chain for small and medium-sized enterprises: Determinants of the use of open innovation. Sustainability, 12(8), 3290. https://doi.org/10.3390/su12083290
63. Sánchez-Gutiérrez, J., Cabanelas, P., Lampón, J.F., & González-Alvarado, T.E. (2019). The impact on competitiveness of customer value creation through relationship capabilities and marketing innovation. Journal of Business & Industrial Marketing, 34(3), 618-627.‏ https://doi.org/10.1108/jbim-03-2017-0081
64. Safari, S., & Madah, M. (2007). Using a balanced scorecard to evaluate the performance of growth centers. Technology Growth, 2(6), 25-31. (In Persian with English abstract)
65. 66-Utomo, H.J.N., Irwantoro, I., Wasesa, S., Purwati, T., Sembiring, R., & Purwanto, A. (2023). Investigating the role of innovative work behavior, organizational trust, perceived organizational support: An empirical study on SMEs performance. Journal of Law and Sustainable Development, 11(2), e417-e417. https://doi.org/10.1016/j.intmar.2020.04.002
66. Valmohammadi, C. (2017). Customer relationship management: Innovation and performance. International Journal of Innovation Science, 9(4), 374-395. https://doi.org/10.1108/ijis-02-2017-0011
67. Yohans, J.A., Rahayu, A., & Dirgantari, P.D. (2023). Analysis of the effect of electronic customer relationship management and customer engagement on customer loyalty on Gojek online transportation services users. Dinasti International Journal of Digital Business Management, 4(2), 381-391. https://doi.org/10.1016/j.intmar.2020.04.002
68. Zandi Nasab, M., & Ghaffari, M. (2022). Presenting a model for explaining the antecedents of intention to use electronic word of mouth in purchasing organic agricultural products. Journal of Agricultural Economics and Development, 36(1), 65-82. (In Persian with English abstract). https://doi.org/10.22067/jead.2021.72783.1087.
69. Zarghami, H.R., Asgari, N., Namdar, H., & Rozbahani, A. (2017). Evaluating the effectiveness of teaching innovative problem solving strategies and techniques. Innovation Management in Defense Organizations, 1(1), 97-116. (In Persian with English abstract)