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The Negotiator Essay

2159 words - 9 pages

ارائه شاخص رضایت مشتری ایرانی
Presentation of Iranian Customer Satisfaction Index
دکتر علی اصغر فانی[1]، اکبر پورمحمد*[2]، دکتر علیرضا حسن زاده[3]
1- استادیار گروه مدیریت دانشگاه تریبت مدرس
2- کارشناس ارشد مدیریت دولتی دانشگاه تربیت مدرس
3- استادیار گروه مدیریت فناوری اطلاعات دانشگاه تربیت مدرس
شماره تماس: 09192058242
04922142224
آدرس: استان آذربایجانشرقی- شهرستان مرند- روستای قراجه محمد-کدپستی: 76349-54471
Dr.Aliasghar Fani, Akbar Pourmohammad, Dr.Alireza Hasanzadeh

1. Assistant Professor of Management, Department of Management, Tarbiyat Modares University
2. Master of arts in Pubic Administration, Tarbiyat Modares University
3. Assistant Professore of ...view middle of the document...

روابط مثبت بین تعهد عاطفی و وفاداری مشتری و تعهد هنجاری و وفاداری مشتری تایید شدند در حالیکه رابطه منفی بین تعهد محاسبه ای و وفاداری مشتری تایید نشد. روابط مثبت بین تصویر شرکت با وفاداری مشتری و هزینه های جایگزینی با وفاداری مشتری تایید گردیدند. بالاخره رابطه مثبت بین تصویر شرکت با هزینه های جایگزینی هم تایید گردید. بعد از بررسی فرضیه ها مدل شاخص رضایت مشتری ایرانی ارائه گردیده است.
واژگان کلیدی: رضایت مشتری، وفاداری مشتری، شاخصهای ملی، اعتماد، تعهد

1- مقدمه
در چند سال اخير، شاخصهاي رضايت مشتري در كشورهاي مختلف چه در بخش توليد و چه در بخش خدمات، در سطح ملي مورد ارزيابي و اندازه گيري قرار گرفته اند. نتايج حاصل از اندازه گيري رضايت مشتري به صورت ملي در بسياري كشورها، راه را براي يافتن بهترين ها و متعالي ترين سازمانها هموار ساخته است و معيارهاي اتخاذ تصميمات استراتژيك به منظور ارزيابي و بهبود وضعيت رقابتي را به سادگي فراهم نموده است.
تدوین شاخص ملي رضايت مشتري چه در سطح خرد و چه در سطح كلان مزاياي خود را براي كشورهاي توسعه يافته به اثبات رسانده است. در سطح خرد هر يك از مشتريان با استفاده از چنين شاخصي قادر به اخذ تصميم مناسب در امر خريد كالاهاي اساسي خويش مي باشند و در سطح كلان، اين شاخص تبديل به شاخصي جهت ارزيابي وضعيت اقتصادي كل كشور در كنار ساير شاخصها از جمله توليد ناخالص ملي شده است.
اولين شاخص ملي رضايت مشتري ، سنجش رضايت مشتري سوئدي(SCSB)[4] است كه در سال 1989 پايه ريزي شد. در كشورهاي توسعه يافته، تلاش فراواني در بخش پژوهش و تحقيقات به منظور بهبود درك عملي از اندازه گيري رضايت مشتري صورت گرفته است. براي نمونه مي توان به تحقيقات فورنل و همكارانش[5] در زمينه ايجاد يك چارچوب جامع و نظام يافته براي تشريح عوامل موثر بر رضايت مشتري و شناسايي حاصله از آن اشاره نمود. بر پايه اين تحقيقات وسيع بود كه شاخص رضايت مشتري در آمريكا ( ACSI )[6] بنيان نهاده شد. به دنبال پذيرش عمومي و درک اهميت اين شاخص در اروپا و آمريکا، کشورهاي زيادي اقدام به تعيين اين شاخص به صورت ملي نمودند. از جمله اين شاخصها مي توان به ECSI[7] در اروپا،SWICS [8] در سوئيس، NCSB [9]در نروژ، MCSI [10]در مالزي ،CCSI[11] در چين، SASI [12]در آفريقاي جنوبي و TCSI [13] در ترکيه اشاره نمود.
اهداف این مقاله عبارتند از:
الف- بررسی شاخصهای رضایت ملی مشتری در سایر کشورها و تجزیه و تحلیل آنها
2- ایجاد شاخص رضایت مشتری ایرانی
2- ادبیات نظری تحقیق
2-1 شاخص رضايت مشتري سوئدي( SCSB )
اولين شاخص ملي رضايت مشتري، شاخص رضايت مشتري سوئدي است كه در سال 1989 پايه ريزي شد. اين شاخص از نظر تاريخي تقريبا شامل 130 شركت از 32 صنعت بزرگ سوئدي بوده است. اين مدل شامل دو محرك اوليه از رضايت است: عملكرد (ارزش) درک شده و انتظارات مشتري. معمولا عملكرد درك شده[14] با ارزش درك شده معادل شمرده مي شود. ارزش شاخص رايجي است كه مصرف كنندگان براي مقايسه ماركها و طبقه بنديهاي مشابه به كار مي برند. پيش بيني اساسي آن است كه هر قدر ارزش درك شده افزايش يابد، به تبع آن رضايت افزايش يابد. محرك ديگر رضايت آن است كه تا چه حد انتظارات مشتري درباره محصول يا خدمات برآورده مي شود. انتظارات مشتري به عنوان پيش بيني هاي مشتري بجاي استانداردها يا معيارهاي هنجاري تعريف مي شود. انتظارات رابطه مستقيمي با رضايت مشتري دارد براي اينكه آنها به عنوان تكيه گاه شناختي در ارزيابي فرآيند بكار مي روند. در حاليكه عملكرد درك شده بيشتر از...

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