رابطۀ بین مفهوم یکپارچۀ CLV و ارزش‌های سازمانی در بیمه

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 بورس هیات علمی دانشگاه بوعلی همدان. دانشجوی دکترای تربیت مدرس

2 استاد مهندسی صنایع، دانشکدۀ مهندسی صنایع و سیستم‎ها، دانشگاه تربیت مدرس، تهران، ایران

3 دانشیار مهندسی صنایع، دانشکدۀ مهندسی صنایع و سیستم‎ها، دانشگاه تربیت مدرس، تهران، ایران

4 استادیار مهندسی صنایع، دانشکدۀ مهندسی صنایع و سیستم‎ها، دانشگاه تربیت مدرس، تهران، ایران

چکیده

تحقیق حاضر با هدف بررسی رابطۀ بین مفهوم یکپارچۀ CLV و ارزش­های سازمانی شکل گرفته است. در این مفهوم یکپارچه، فرمول­های CLV وجود ندارند و به تبع مد نظر این تحقیق نیستند. مفهوم یکپارچۀ CLV از چهار مؤلفۀ مبنا، رشد، شبکه و یادگیری تشکیل شده است. ارزش­های سازمانی شامل متغیرهای ارزش کارکنان، ارزش سهامداران و ارزش مشتریان هستند که هر ارزش جداگانه با مؤلفه­های جذب، رضایت و وفاداری سنجیده شده­اند. مدل مفهومی ارائه شدۀ 13­مؤلفه­ای­، از رابطۀ بین مفهوم یکپارچۀ CLV و هر یک از ارزش­های سازمانی شکل گرفته و با یک نمونۀ کاربردی ارزیابی شده است. جامعۀ آماری، واحدهای یک شرکت­ بیمۀ خصوصی در تهران در نظر گرفته شده است که بر اساس نمونه­گیری جامعۀ نامحدود، حجم نمونه 1536 نفر به‎دست آمد. پس از توزیع پرسشنامه و جمع‎آوری داده‎ها، به‎کمک نرم‎افزار SPSS روابط تحلیل شدند. نتایج نشان داد رابطۀ مثبت و معناداری بین مفهوم CLV و هر یک از ارزش­ها وجود دارد؛ به­طوری­که افزایش و کاهش هر­یک از ارزش­ها بر CLV تأثیر مثبت و مستقیم می­گذارد

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Evaluating the Relationship between Quadruple Concept of CLV and Triple Organization Values in Insurance Companies

نویسندگان [English]

  • Nafiseh Soleimani 1
  • Amir Albadavi 2
  • Mohammad Aghdasi 3
  • Bakhtiar Ostadi 4
1 Ph.D. Candidate of Industrial Engineering, Tarbiat Modares University, Tehran, Iran
2 Prof. of Industrial Engineering, Tarbiat Modares University, Tehran, Iran
3 Associate Prof. of Industrial Engineering, Tarbiat Modares University, Tehran, Iran
4 Assistant Prof. of Industrial Engineering, Tarbiat Modares University, Tehran, Iran
چکیده [English]

This paper aimed to examine the relationship between concept of CLV and organizational values. The new integrated CLV concept has four dimensions: base, future, network and learning. The organizational values include employees’ value, shareholders’ value and customers’ value, and each value is individually measured based on three components of attraction, satisfaction and loyalty. The presented conceptual model includes 13 variables and is formed based on the relationship between integrated CLV concept and each of those organizational values. Then, the model was evaluated compared to a functional sample. Insurance branches in Tehran were selected as our Statistical Society and 1536 questionnaires were collected.. SPSS software was used for analysis of all the relationships. The results showed that there is a significantly positive relationship between new CLV concept and each of those three organizational values, so that any increase or decrease in the values has its own positive direct impact on the new CLV concept

کلیدواژه‌ها [English]

  • CLV
  • Customer’s value
  • Employee’s value
  • Organization value
  • Shareholder’s value
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