پایان نامه تعیین عوامل موثر بر بازاریابی رابطه مند در شرکت های تولیدیِ صنعتی شهر تهران به منظور ارائه الگویی مناسب

فهرست:

چکیده............................................................................................................................. 1

فصل اول - کلیات پژوهش

1-1 مقدمه...................................................................................................................... 4

1-2 بیان مساله................................................................................................................ 5

1-3 اهمیت و ضرورت.................................................................................................... 7

1-4 اهداف تحقیق........................................................................................................... 9

1-4-1 هدف کلی........................................................................................................... 9

1-4-2 هدف آرمانی........................................................................................................ 9

1-4-3 هدف اصلی......................................................................................................... 9

1-4-4 اهداف ویژه......................................................................................................... 9

1-4-5 اهداف کاربردی................................................................................................... 9

1-5 سؤالات تحقیق........................................................................................................ 10

1-5-1 سوال اصلی........................................................................................................ 10

1-5-2 سوال­های فرعی.................................................................................................. 10

1-6 تعریف واژه‏ها و اصطلاحات فنی و تخصصی (به­صورت نظری و عملیاتی).................. 12

فصل دوم: مبانی نظری و پیشینه­ی تحقیق

مقدمه............................................................................................................................. 18

2-1 تعریف بازاریابی...................................................................................................... 18

2-2 بازایابی رابطه­مند...................................................................................................... 20

2-2-1 تاریخچه بازاریابی رابطه­ای................................................................................... 24

2-2-2 انواع بازاریابی رابطه­مند........................................................................................ 28

2-2-3 زنجیره مدیریت روابط......................................................................................... 29

2-2-4 عناصر بازاریابی رابطه­مند..................................................................................... 29

2-3 مدل­های بازاریابی رابطه­مند....................................................................................... 35

2-3-1 مدل بازارهای شش­گانه........................................................................................ 35

2-3-2 مدل اصلاح شده بازارهای شش­گانه...................................................................... 41

2-3-3 مدل بازاریابی رابطه­مند در بخش خرده­فروشی....................................................... 42

2-3-4 مدل کاربردی بازاریابی رابطه­مند........................................................................... 45

2-3-5 مدل بازاریابی رابطه­مند میان سازمان‌های صنعتی..................................................... 46

2-3-6 مدل بازاریابی رابطه­مند مدار (RMO).................................................................. 47

2-3-7 مدل بازاریابی رابطه­مند مورگان و هانت................................................................. 52

2-4 مدیریت ارتباط با مشتری......................................................................................... 53

2-4-1 اجزای سیستم مدیریت ارتباط با مشتری................................................................ 55

2-4-2 بررسی مدل‌های مطرح شده برای پیاده سازی CRM............................................. 56

2-5 پیشینه­ی پژوهش..................................................................................................... 65

2-6 چارچوب نظری تحقیق............................................................................................ 69

2-7 مدل تحقیق............................................................................................................. 72

2-8 متغیرهای مستخرج از تحقیق.................................................................................... 73

فصل سوم: روش شناسائی تحقیق (متدولوژی)

مقدمه ............................................................................................................................ 78

3-1 روش تحقیق........................................................................................................... 78

3-2 جامعه آماری........................................................................................................... 79

3-3 حجم نمونه و روش اندازه­گیری................................................................................ 80

3-4 ابزار جمع­آوری اطلاعات......................................................................................... 80

-5 پایایی عوامل همبستگی، همدلی، روابط متقابل، اعتماد و ارزش­های مشترک و (کل پرسشنامه)....... 81

-6 روایی عوامل همبستگی، همدلی، روابط متقابل، اعتماد و ارزش­های مشترک و (کل پرسشنامه)...... 82

3-7 روش و تجزیه و تحلیل اطلاعات............................................................................. 82

3-8 مدل پژوهش........................................................................................................... 83

فصل چهارم - تجزیه و تحلیل داده­ها

مقدمه............................................................................................................................. 85

توصیف داده­ها................................................................................................................ 86

4-1. ویژگی‌های عمومی پاسخگویان................................................................................ 86

4-1-1. جنسیت پاسخگویان........................................................................................... 86

4-1-2. میزان تحصیلات پاسخگویان............................................................................... 87

4-2 بررسی چگونگی توزیع مقیاس‌های رضایت مشتری.................................................... 88

4-3. میانگین و انحراف استاندارد عوامل موثر بر بازاریابی رابطه­مند در وضع موجود............. 88

4-4. میانگین و انحراف استاندارد عوامل موثر بر بازاریابی رابطه­مند در وضع مطلوب............ 89

فرضیه­های پژوهش.......................................................................................................... 91

فصل پنجم - یافته­ها و نتیجه­گیری و پیشنهادات

5-1 جمع­بندی.............................................................................................................. 103

5-2 یافته­های تحقیق .................................................................................................... 103

5-3. یافته­های حاصل از فرضیه­های پژوهش .................................................................. 105

5-4. نتیجه­گیری............................................................................................................ 108

5-5. محدودیت‌های پژوهش......................................................................................... 110

5-6. پیشنهاد بر مبنای یافته­های تحقیق............................................................................ 110

5-7. پیشنهاد به محققان برای تحقیقات آینده................................................................... 113

منابع

الف- داخلی.................................................................................................................. 114

ب- خارجی.................................................................................................................. 114

Abstract................................................................................................................... 127

منبع:

الف- داخلی

امینی، محمد تقی، سهرابی، شهاب، (1388)، بررسی تاثیر جنسیت بر میزان وفاداری مشتریان با استفاده از رویکرد بازاریابی رابطه­مند، 73 - 83 مجله مدیریت توسعه و تحول 4.

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ﻋﺒﺎﺳﯽ، ﺟﻮاد (1381). ﺑﺮرﺳﯽ ﻧﻘﺶ و ﺟﺎﯾﮕﺎه ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺎزارﯾﺎﺑﯽ راﺑﻄﻪ­ﻣﻨﺪ ﺑﺮ رﺿﺎﯾﺖ ﻣﺸﺘﺮﯾﺎن ﮐﻠﯿﺪی ﺑﺎﻧﮏ ﻣﻠﺖ اﺳﺘﺎن ﺗﻬﺮان ﺳﺎل 1381، ﭘﺎﯾﺎن­ﻧﺎﻣﻪ ﮐﺎرﺷﻨﺎﺳﯽ ارﺷﺪ ﻣﺪﯾﺮﯾﺖ ﺑﺎزرﮔﺎﻧﯽ، داﻧﺸﮕﺎه ﺗﻬﺮان.

ﻗﺎﺿﻲ­ﺯﺍﺩﻩ، ﻣﺼﻄﻔﻲ، ﻣﺮﺗﻀﻰ ﺍﺣﻤﺪﻯ ﻭ ﻣﺮﺗﻀﻲ ﺣﺪﺍﺩﻱ (1389)، ﻧﮕﺎﻫﻲ ﻧﻮ ﺩﺭ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺭﺍﺑﻄﻪ­ﻣﻨﺪ، نشریه بانک و اقتصاد، شماره 109.

کاتلر، فلیپ (1385)، "مدیریت بازاریابی"، ترجمه‌ی بهمن فروزنده، نشر آموخته، اصفهان، چاپ ششم.

کاتلر، فلیپ و آرمستراگ، گری (1376)، "اصول بازاریابی"، ترجمه­ی بهمن فروزنده، نشر آموخته، اصفهان، چاپ هشتم.

ﻛﺮﻳﺴﺘﻮﻓﺮ ﻻﻭﻻﻙ- ﻻﺭﻥ ﺭﺍﻳﺖ (1385)، "ﺍﺻﻮﻝ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺧﺪﻣﺎﺕ"، ﺑﻬﻤﻦ ﻓﺮﻭﺯﻧﺪﻩ، ﻧﺸﺮ ﺁﻣﻮﺧﺘﻪ، ﭼﺎپ ﺍﻭﻝ.

ونوس، داور، ظهوری، بهاره (1390)، "بررسی تأثیر ابعاد ارزشی بازاریابی رابطه­مند بر وفاداری مشتری به برند گوشی‌های تلفن همراه"، مدیریت بازرگانی، دوره 3، شماره 8.

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