A Model for Specifying Role of Business Intelligence in Providing Effective Customer Service in Information Technology Companies
Subject Areas : Technology Transfer and Commercialization of Researches
Hassan Rashidi
1
,
Niloofar Tavaroei
2
1 - دانشگاه علامه طباطبائی
2 - Islamic Azad University, Gazvin Branch
Keywords: Business intelligence, knowledge management strategies, business strategies and customer orient strategies.,
Abstract :
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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