نقش مدیریت ارتباط الکترونیکی با مشتری (E-CRM) در چابکی سازمانی ادارات ورزش و جوانان استان خراسان جنوبی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت ورزشی، دانشگاه فردوسی مشهد

2 دانشیار مدیریت ورزشی، دانشگاه بیرجند

3 دانشجوی دکتری مدیریت ورزش، دانشگاه شاهرود

چکیده

هدف از این تحقیق بررسی نقش مدیریت ارتباط الکترونیکی با مشتری با چابکی سازمانی در ادارات ورزش و جوانان استان خراسان جنوبی است. روش این تحقیق توصیفی- همبستگی و جامعه آماری پژوهش 120 نفر از کارکنان ادارات ورزش و جوانان خراسان جنوبی را شامل می‌شود که پرسشنامه این پژوهش را تکمیل کردند. برای تحلیل داده­ ها از آزمون­ های کلموگروف-اسمیرنف، آزمون تی تک نمونه‌ای، ضریب همبستگی پیرسون و آزمون رگرسیون استفاده شد. کلیه داده‌ها با استفاده از نرم‌افزار اس.پی.اس.اس در سطح 0/05 تحلیل شدند. یافته‏ ها نشان داد بین مدیریت ارتباط الکترونیک با ابعاد پاسخگویی، شایستگی، انعطاف‌ پذیری و سرعت ارتباط مستقیم و معناداری وجود دارد. همچنین نتیجه آزمون رگرسیون نیز نشان داد که متغیر پیش‌بین (مدیریت ارتباط الکترونیک با مشتری) در مجموع توانست 45% از تغییرات واریانس متغیر ملاک (چابکی سازمانی) را تبیین کنند. با توجه به نتایج تحقیق پیشنهاد می‌شود، ادارات ورزش و جوانان برای رسیدن به حداکثر چابکی و مزیت رقابتی پایدار از سیستم مدیریت ارتباط الکترونیکی با مشتری استفاده بهینه کنند.
 

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Electronic Customer Relationship Management (E-CRM) in Organizational Agility at Sport and Youth Administrations in South Khorasan Province

نویسندگان [English]

  • Davood Moodi 1
  • Jafar KHoshbakhti 2
  • Javad Ghasemi Rushnavand 3
1 PhD Student in Sport Management, University of Ferdowsi Mashhad
2 Associate Professor of Sport Management, University of Birjand
3 PhD Student in Sport Management, Shahrud University
چکیده [English]

The purpose of this study was to study the role of electronic Customer Relationship management with organizational agility at Sports and Youth administrations of South Khorasan Province. The study method was a cross-correlation. The study population was include of 120 Sport and youth staffs in South Khorasan. To analyze data, the Kolmogorov-Smirnov, one-sample t-test, Pearson correlation and regression analysis were used. All data were analyzed using SPSS software in 0/05. The findings showed that there is a direct, significant correlation between the Responsiveness, Competence, flexibility and Speed with direct electronic relationship management. The results of regression analysis also showed that the predictor variables (electronic Customer Relationship management) could totally explain the 45% of the total variance changes of Criterion variable (organizational agility). Regarding the results of this study, it is suggested to Sport and youth administrations of the province to achieve maximum agility and Sustainable competitive advantage of electronic customer relationship management system to optimization. 

کلیدواژه‌ها [English]

  • Organizational Agility
  • Electronic Relationship
  • Flexibility
  • Responsiveness
  • Competence
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