ﻃﺮاﺣﯽ اﻟﮕﻮ ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺑﺎ روﯾﮑﺮد ﮐﺎﻫﺶ ﻧﺎﻫﻨﺠﺎري ﭘﺲ از ﺧﺮﯾﺪ

Designing a Customer Relationship Management Model with a Post-Purchase Dissonance Reduction Approach

ﻫﺪف: ﺑﺎ اﻓﺰاﯾﺶ رﻗﺎﺑﺖ در ﻓﻀﺎي ﮐﺴﺐوﮐﺎر، ﺣﻔﻆ ﻣﺸﺘﺮﯾﺎن ﺑﺎارزش ﺑﺮاي ﺳﺎزﻣﺎنﻫﺎ، اﻫﻤﯿﺖ ﺑﯿﺸﺘﺮي ﻣﯽﯾﺎﺑﺪ؛ ازاﯾﻦرو ﺳﺎزﻣﺎنﻫﺎ ﻣﯽﮐﻮﺷﻨﺪ ﺗﺎ ﺑﺎ اﯾﺠﺎد ﺗﻐﯿﯿﺮ در ﺷﯿﻮهﻫﺎي ﺗﻌﺎﻣﻠﯽ، رواﺑﻂ ﺑﻠﻨﺪﻣﺪت و ارزﺷﻤﻨﺪ ﺧﻮد ﺑﺎ ﻣﺸﺘﺮﯾﺎن را ﺣﻔﻆ ﮐﻨﻨﺪ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﻃﺮاﺣﯽ اﻟﮕﻮﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺑﺎ روﯾﮑﺮد ﮐﺎﻫﺶ ﻧﺎﻫﻨﺠﺎريﻫﺎي ﭘﺲ از ﺧﺮﯾﺪ اﺳﺖ. ا روش: ﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ اﺳﺘﻔﺎده ازروش ﮐﯿﻔﯽ ﻧﻈﺮﯾﻪ دادهﺑﻨﯿﺎد اﺟﺮا ﺷﺪ و دادهﻫﺎي آن ﻧﯿﺰ از ﻃﺮﯾﻖ ﻣﺼﺎﺣﺒﻪﻫﺎي ﻋﻤﯿﻖ ﺑﺎ ﺧﺒﺮﮔﺎن ﺣﻮزه ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي در ﺻﻨﻌﺖ ﺧﻮدروﺳﺎزي ﺟﻤﻊآوري ﺷﺪﻧﺪ. ﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﺮ اﺳﺎس ﻣﺮاﺣﻞ دادهﺑﻨﯿﺎد ﺻﻮرت ﮔﺮﻓﺖ؛ ﻣﻔﺎﻫﯿﻢ و ﮐُﺪﻫﺎي ﻣﺮﺑﻮﻃﻪ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺼﺎﺣﺒﻪ ﺑﺎ ﺧﺒﺮﮔﺎن اﺳﺘﺨﺮاج ﺷﺪ ﯾﺎﻓﺘﻪ ﻫﺎ: درﻧﻬﺎﯾﺖ ﻣﺪﻟﯽ ﺑﺮاي ﺗﺒﯿﯿﻦ ﻋﻮاﻣﻞ اﺛﺮﮔﺬار ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺑﺎ روﯾﮑﺮد ﮐﺎﻫﺶ ﻧﺎﻫﻨﺠﺎري ﭘﺲ از ﺧﺮﯾﺪ اراﺋﻪ ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎي ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﻣﻬﺎرتﻫﺎي ارﺗﺒﺎﻃﯽ ﮐﺎرﮐﻨﺎن، ﺗﻌﻬﺪ، ﺷﻔﺎﻓﯿﺖ ﺳﺎزﻣﺎن و ارزشآﻓﺮﯾﻨﯽ ﺑﺮاي ﻣﺸﺘﺮي ﺟﺰو ﻋﻠﻞ ﮐﺎﻫﺶ ﻧﺎﻫﻨﺠﺎريﻫﺎي ﭘﺲ از ﺧﺮﯾﺪ ﻣﺸﺘﺮﯾﺎن ﻫﺴﺘﻨﺪ ﻧﺘﯿﺠﻪ ﮔﯿﺮي: ﺑﻬﺒﻮد ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮﯾﺎن ﺑﻪﻋﻨﻮان ﭘﯿﺎﻣﺪ ﺑﻪﮐﺎرﮔﯿﺮي راﻫﺒﺮد ﻣﺪﯾﺮﯾﺖ ارﺗﺒﺎط ﺑﺎ ﻣﺸﺘﺮي ﺟﺎﻣﻊ ﺑﺎ روﯾﮑﺮد ﮐﺎﻫﺶ ﻧﺎﻫﻨﺠﺎري ﭘﺲ از ﺧﺮﯾﺪ ﻣﺸﺨﺺ ﺷﺪ.

Objective: As competitiveness in the business environment grows, retaining valuable customers becomes more important for organizations, so organizations strive to maintain long-term and valuable relationships with customers by making changes in interactive practices. The purpose of this study was to design a Customer Relationship Management Model with a post-purchase dissonance reduction approach. Metodology: This research has been conducted using qualitative method of Grounded theory and its data have been collected through in-depth interviews with experts in the field of customer relationship management in the automotive industry. The data were analyzed based on the Grounded theory steps, extracted concepts and codes, and finally a model was introduced to explain the effective factors of customer relationship management with the post-purchase dissonance reduction approach. Finding: Research findings show that staff communication skills, commitment, transparency of the organization and value creation for the customer are some of the causes of decreasing post-purchase customer dissonance. Conclution: Improving customer relationship was also identified as a consequence of applying a comprehensive customer relationship management strategy with with a post-purchase dissonance reduction approach.