مدلی برای تعیین نقش هوش تجاری در ارائه سرویس مؤثر به مشتریان شرکت‌های فناوری اطلاعات
محورهای موضوعی : انتقال فناوري و تجاري‌سازي پژوهش
حسن رشیدی
1
(دانشگاه علامه طباطبائی)
نیلوفر تورعی
2
(دانشگاه آزاد اسلامی واحد قزوین)
کلید واژه: هوش تجاری, استراتژی مدیریت دانش, استراتژی مشتری مداری, استراتژی کسب و کار, ارائه خدمات مؤثر به مشتریان,
چکیده مقاله :
استفاده از هوش تجاری در سازمان ها، باعث افزایش سرعت تصمیم گیری و قابلیت انعطاف پذیری میگردد. با توجه به رقابت‌های شدید سازمانها و افزایش روزمره آن، ضروری است شرکت‌ها، هوش تجاری را در راستای افزایش رقابت پذیری به کار گیرند. این پژوهش به دنبال بهبود بخشیدن عملکرد شرکت های مرتبط با فناوری اطلاعات میباشد و در این راستا تاثیرات هوش تجاری بر آنها مورد بررسی قرار میگیرد. با توجه سلیقه‌های متفاوت مشتریان و نیازهای گوناگون آنها، در این تحقیق، نقش هوش تجاری در ارائه خدمات مؤثر به مشتریان در شرکت‌های فناوری اطلاعات، در قالب یک مدل ارائه می‌شود. در این تحقیق، از یک مدل مفهومی جهت تأثیر همه متغیرهای مربوطه به طور همزمان استفاده میگردد. مدل مفهومی شامل پنج متغیر ، یک متغیر مستقل بنام "هوش تجاری" و چهار متغیر وابسته بنام "استراتژی های مدیریت دانش"، "مشتری مداری"، "کسب و کار" و "ارائه خدمات مؤثر به مشتریان" میباشد. داده‌های آماری از تعداد 337 نفر از کارکنان شرکت‌های فناوری اطلاعات جمع آوری شده است. در این تحقیق نه فرضیه مطرح شده که همه مورد تأیید قرار گرفته است. فرضیه‌های تأیید شده، نشان می‌دهد متغیرهای "استراتژی‌های مدیریت دانش" و "استراتژی کسب و کار" و "استراتژی‌های مشتری مداری" نسبت به" هوش تجاری" تأثیر مستقیم و مثبتی بر "ارائه خدمات مؤثر به مشتریان" دارند. با توجه به نتایج بدست آمده، عوامل "هوش تجاری" و "استراتژی‌های مدیریت دانش"، "استراتژی کسب و کار" و "استراتژی مشتری مداری" به ترتیب باید در اولویت فناوری اطلاعات قرار گیرند تا ارتباط بهتر با مشتریان تسهیل شود.
The use of business intelligence in organizations increases decision-making speed and flexibility. Considering the fierce competition of organizations and its increasing day by day, it is necessary for companies to use business intelligence in order to increase competitiveness. This research seeks to improve the performance of companies related to information technology, and in this regard, the effects of business intelligence on them are investigated. Considering the different tastes of customers and their various needs, in this research, the role of business intelligence in providing effective services to customers in IT companies is presented in the form of a model. In this research, a conceptual model is used to influence all relevant variables simultaneously. The conceptual model consists of five variables including an independent variable called "business intelligence" and four dependent variables called "knowledge management strategies", "customer orientation", "business" and "providing effective services to customers". The statistical data of this research was collected from 337 employees of information technology companies. In this research, nine hypotheses have been proposed, all of which have been confirmed. The confirmed hypotheses show that the variables "knowledge management strategies" and "business strategy" and "customer-oriented strategies" have a direct and positive effect on "providing effective services to customers" compared to "business intelligence". According to the obtained results, the factors of "business intelligence" and "knowledge management strategies", "business strategy" and "customer-oriented strategy" should be prioritized in information technology in order to facilitate better communication with customers.
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