تأثير ممارسات إدارة علاقات العملاء (CRM) على رضا وولاء عملاء شرکات الطيران "دراسة حالة على شرکة مصر للطيران"

نوع المستند : المقالة الأصلية

المؤلف

مدرس بقسم الإعلام. کلية الآداب. جامعة حلوان

المستخلص

يُعد مفهوم إدارة علاقات العملاء مفهومًا حديثًا نسبيًا، وقد أدى ذلک إلى غياب الفهم الصحيح لهذا المفهوم في بعض المنظمات، وعلى الرغم من کون العميل هو الذي يمثل العنصر الأساسي في تحقيق الميزة التنافسية للمنظمة إذ بدون العميل لا توجد منظمة؛ لذا تبحث هذه الدراسة في محاولة لمعرفة تأثير الممارسات المهنية والمتمثلة في جودة خدمات العملاء، وکذلک الممارسات الاتصالية والتي تقوم بها الشرکة ودورها في إرضاء عملاء شرکة مصر للطيران من خلال الجودة المقدمة للعملاء والتکلفة واستجابة الشرکة لمتطلبات عملائها، وتقديم الخدمات المميزة لهم، والحصة السوقية للشرکة في السوق ضمن الأبعاد التي تتحقق بها الميزة التنافسية لدى عملاء شرکة مصر للطيران؛ لذا تسعى هذه الدراسة إلى معرفة تأثير ممارسات إدارة علاقات العملاء في تحقيق مزايا تنافسية لشرکة مصر للطيران وانعکاسها على رضا عملائها وولائهم، وقد أجريت الدراسة على شرکة مصر للطيران، واعتمدت الباحثة على عيّنة عمديَّة من المسافرين قوامها (300) مفردة وفقًا لسمة محدَّدة، وهي المتعاملون فقط مع شرکة مصر للطيران، وقد استعانت الباحثة باستمارة استبيان کأداة لجمع البيانات والمعلومات وأظهرت النتائج ثبوت فروض الدراسة التي تم اختبارها، والتي تشير إلى وجود علاقة إيجابيةبين الممارسات المهنية والاتصالية لإدارة علاقات العملاء ومستوى رضا العملاء بشرکة مصر للطيران وولائهم، بالإضافة إلى وجود علاقة إيجابية بين إدراک المزايا التنافسية ودرجة رضا عملاء شرکة مصر للطيران وولائهم.

الكلمات الرئيسية

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