شناسایی و اولویت بندی معیارهای مدیریت ارتباط با شهروندان در سازمان ‏های دولتی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار تحقیق در عملیات، گروه مدیریت صنعتی، دانشگاه خلیج فارس، بوشهر، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه خلیج فارس، بوشهر، ایران

چکیده

 مدیریت ارتباط با شهروند، رویکردی نوین برای بهبود خدمات سازمان‏های دولتی و بخش عمومی و دستیابی به خرسندی شهروندان است. هدف اصلی این پژوهش بررسی و رتبه‏بندی عامل‏های بخش‏بندی مشتریان در سازمان‏های دولتی است. بدین‌منظور با بررسی پژوهش‏های پیشین، چهار دسته عامل روان‏شناختی، جمعیت‌شناختی، رفتاری‌ و موقعیتی شناسایی شد. هر یک از این عامل‏ها نیز شماری زیرعامل دارند. روش پژوهش حاضر، از نظر هدف کاربردی است و از لحاظ روش، توصیفی‌ـ پیمایشی به‎شمار می‎رود و به‌طور مشخص مبتنی بر روش تحلیل سلسله‌مراتبی است. جامعۀ آماری این پژوهش را خبرگان سازمان‏های دولتی شهر بوشهر و دانشگاه خلیج فارس تشکیل می‏دهند. به‌منظور گردآوری داده‏ها از ابزار پرسش‌نامه استفاده شده است. با به‌کارگیری روش تحلیل سلسله‌مراتبی، وزن هر یک از عامل‏ها و‌ زیرعامل‏ها محاسبه شد. یافته‏های پژوهش نشان می‏دهد معیارهای موقعیتی در رتبۀ نخست قرار دارد و رتبه‎های بعدی به‎ترتیب به عامل رفتاری، روان‏شناختی و جمعیت‌شناختی اختصاص یافته است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identification and Prioritization of Criteria of Citizen Relationship Management in Governmental Organizations

نویسندگان [English]

  • Khodakaram Salimifard 1
  • Badriyeh Rezaee 2
  • Azadeh Rajabi 2
1 Department of Industrial Management, Persian Gulf University
2 Department of Business Management, Persian Gulf University
چکیده [English]

Citizen Relationship Management is a novel approach for public sector and governmental organization to improve their services and to achieve citizen satisfaction. The main purpose of this study is to identify and prioritize customer segmentation in governmental organizations. For the reason, based on reviewing the literature, four group of psychological, demographic, behavioral, and situation factors were identified. Each of these factors includes some sub-factors. Required data were collected using a questionnaire answered by experts from both academia and organization. Using Analytical Hierarchy Process, the weight for each factor and all the sub-factors were calculated. Research findings show that situation factor is in the first rank. Following that, behavioral, psychological, and demographic factors are in the lower ranks, respectively.

کلیدواژه‌ها [English]

  • Citizen Relationship Management
  • demographic criteria
  • psychological criteria
  • behavioral criteria
  • situation criteria
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