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تقويم فاعلية ادارة علاقات الزبون باستعمال بطاقة الدرجات الموزونة : مدخل استراتيجي : دراسة حالة في شركة زين (العراق) == Evaluation The Effectiveness of Crm Using The Balanced Scorecard A Strategic Approach A Case Study In Zain Company - Iraq
Author name:
علي ثامر علي العبادي
Supervisor name:
سناء عبد الرحيم سعيد العبادي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T3872 - p.pdf
Abstract:
تناولت هذه الدراسة عملية تصميم نموذج لتقويم فاعلية ادارة علاقات الزبون (CRM ) للشركة زين للاتصالات المتنقلة العاملة في العراق وباستعمال بطاقة الدرجات الموزونة (BSC) كاداة لتقويم استراتيجيه ادارة علاقات الزبون بوصفها استراتيجيه اعمال. حيث تم تغير المنظورات | this study dealt with the Process of Designing a Model For Evaluating the Effectiveness of Customer Relationship Management (CRM) to Zain Company of Mobile Communications in Iraq , and Balanced Scorecard (BSC) is Used as a Tool to Evaluate the Strategy of Customer Relations Management as a Business Strategy. The Traditional Systems of Balanced Scorecard is Changed into Four Systems Fit With Evaluating Customer Relationship Management That are (Customer Knowledge , Vale , Interaction and Satisfaction ), All of Them Form a New Card Created to Customer Relationship Management and Depend on the Opinions of a Number of Specialists in the Company to Determine the Relative Importance of the Four Dimensions of Customer Relationship Management Scorecard. Integrated Theoretical Framework is Presented to Customer Relationship Management and its Effectiveness and How the Balanced Scorecard is used in Evaluating the Effectiveness of Customer Relationship Management With Stating the Previous Models of Measuring the Effectiveness of Customer Relationship Management and How to Overcome Previous Models Failure in the Present Model. The Study Depends on Case Study Method to Study the Present Fact of Mobile Communications Sector to Zain Company as it is Regarded the Owner of a Highest Marketing Ration , and in Order to Determine its Effectiveness in Customer Relationship Management , a Radom Sample is Chosen Consists of (200) Company Customer , and a Questionnaire is Designed and Distributed to This Sample (200 Questionnaires are Received ). Accordingly , the Researcher has Analyzed the Data By Using Statistical Techniques and has Come into the Most Important Conclusions That are The Company has a Achieved a Good Effectiveness in its Customer Relationship Management Denoted of the Sample Answers, However, there is a Disorder in Achieving its Strategy Related to Customer.The Effectiveness of Customer Relationship Management is a Measure For Organization Success and Failure in Treating Well With its Customers and Area Developments, and the Importance of Getting into the Right Planning and Importation of Customer Relationship Management is a Sign For the Successful Organizations in the New Millennium. Balance Scorecard Represents an Integrated System to Evaluate Customer Relationship Management Effectiveness, it Consists of Financial and Infinancial Measurements Which Reflect the Results of Implementing the Activities and Processes of Customers Relationship Management and Linking them With Organization Mission and Strategy , By a number of Systems Determined According to Customer Relationship Management Objective and Mission. The Present Model Determines the Mains Success Factors to Customer Relationship Management Represented in (enhancing Customer Profitability and Loyalty , Achieving a Value For Business, Designing Effective Channels, and Constructing Data Base ), and they are Considered a Part of Customer Relationship Management Process. The Study has Come into Suggesting a Number of Recommendations, the Most Important of Them are Using the Suggestive Model to Evaluate the Effectiveness of Customer Relationship Management to the Company as it Involves a Number of Financial and Infinancial Measurement Contain a Number of Indices Contributing in Determining the Effectiveness According to Objective and Determining Results.The Application of Customer Relationship Management as the Highest Purpose of This Strategy is the Right Application and Tangable and Intangable Benefits Implementation, and the Previous Studies and Statistics Refer to a High Percentage of Failure to (CRM) Projects Because of the Wrong Vision.The Company Intention to Make Independent Managerial Unit For (CRM) , Determine its Long and Short Term Objectives and Plans Clearly to Reach these Purposes, and Achieve the Successful Application is Considered a Necessity For its Strategy.The Mobile Communication Services Sector Witness a Competition to Gain Customers and Keep the Current Customers , and That is Aim of (CRM). So, the Organizations Have to Depend on Customer Relationship Management Strategy as a Base to Get Into the Competitive Advantage Against the Current Competitors.
