مدلی برای تعیین نقش هوش تجاری در ارائه سرویس مؤثر به مشتریان شرکت‌های فناوری اطلاعات
الموضوعات :
حسن رشیدی
1
(دانشگاه علامه طباطبائی)
نیلوفر تورعی
2
(دانشگاه آزاد اسلامی واحد قزوین)
الکلمات المفتاحية: هوش تجاری, استراتژی مدیریت دانش, استراتژی مشتری مداری, استراتژی کسب و کار, ارائه خدمات مؤثر به مشتریان,
ملخص المقالة :
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.
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