Sajjad Shokohyar; Ruhollah Tavallaee; Khadijeh Keramatnia
Volume 4, Issue 7 , July 2017, , Pages 720-744
Abstract
For today's organizations, customers have become important resources and communications with them have been considered as valuable assets and investments. Therefore, the effective management of customer relationship has become a preferred task and an approach for managing in many organizations. The dilemma, ...
Read More
For today's organizations, customers have become important resources and communications with them have been considered as valuable assets and investments. Therefore, the effective management of customer relationship has become a preferred task and an approach for managing in many organizations. The dilemma, the organizations are faced with is that they go ahead directly toward the preparation and implementation of new technologies, especially the technology without determining their level of readiness and this causes that they fail at the implementation stage or they do not benefit from the investment and spending they have done. This study wants to investigate the indicators involved in successful acceptance of this product and the degree of importance of these indicators compared to other indicators. After identifying these indicators, according to the research background and internal experts' opinion, the status of these indicators has been assessed and they were ranked using multi-criteria decision-making model known as fuzzy analytic network process in Iran's Mellat Bank. Finally, by examining the fuzzy average of the studied organization data, a general consensus has been achieved about the importance of each indicator as well as their ranking based on the weight of each indicator compared to other indicators in assessing Iranian organization readiness to accept social customer relationship management. It is worth mentioning that this research paid more attention to negotiations and meetings with chief technology officers, customer relationship experts, strategic managers, project managers and human resource managers.
Bahareh Ahmadinejad; Hadi Najafi Asli
Volume 4, Issue 1 , January 2017, , Pages 80-99
Abstract
E-marketing is not only associated with selling products and services. It is the management process for handling communication between the organization and the customer. As well as E-marketing process does not just insist on the use of the internet and take advantage of all the marketing methods. E-marketing ...
Read More
E-marketing is not only associated with selling products and services. It is the management process for handling communication between the organization and the customer. As well as E-marketing process does not just insist on the use of the internet and take advantage of all the marketing methods. E-marketing has many facilities that traditional marketing does not have such as one to one marketing or direct contact with customers. It should be noted that E-marketing can not completely replace traditional marketing. In fact, traditional marketing and e-marketing complement each other. Social network marketing is a part of E-business. It is clear that social media is a place gathering customers and business owners tend to be in this market. Social media are a huge potential for companies to reach out to their customers and thereby increase revenue, reduce costs, and increase productivity. As expected, our findings suggest that social media innovators among companies to rapidly progress. This study focuses more on statistical results rather than theoretical subjects. In fact, due to the lack of proper knowledge about the social media and growing trend for social media, in this research, we decided to survey behavior of Instagram users towards brands who are active in the social media or how marketing on Instagram work in order to reach customer? For this purpose, an online questionnaire distributed randomly between 80 users of Instagram application. Results were evaluated in two parts, descriptive statistics and inferential statistics inference. The results of inferential statistics indicate that people are looking for brand awareness and are curious about the messages of the brand. The study showed that there is a significant relationship between commenting on posts and brand awareness.
Sajjad Shokohyar; Ruhollah Tavallaee; Khadijeh Keramatnia
Volume 3, Issue 2 , February 2016, , Pages 85-104
Abstract
The main objective of this study is to provide a model for assessing organizational readiness for accepting social customer relationship management (SCRM). The dilemma, the organizations are faced with is that they go ahead directly toward the preparation and implementation of new technologies, especially ...
Read More
The main objective of this study is to provide a model for assessing organizational readiness for accepting social customer relationship management (SCRM). The dilemma, the organizations are faced with is that they go ahead directly toward the preparation and implementation of new technologies, especially the technology without determining their level of readiness and this causes that they fail at the implementation stage or they do not benefit from the investment and spending they have done. In this research, after studying various resources, in particular, resources related to the assessment of organizational readiness in accepting information systems and social networks-based systems for using in organizations businesses and the proposed models by the mentioned resources, components and sub-components affecting the organization's readiness in accepting SCRM have been identified and extracted. We categorized them in four main categories and dimensions, naming organizational, technological, human and environmental factors. Each of these main components includes sub-components that are mentioned in this research.