با همکاری مشترک دانشگاه پیام نور و انجمن مدیریت دولتی ایران و انجمن مدیریت رفتار سازمانی

نوع مقاله : توصیفی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه پیام نور ،تهران ،ایران

2 استادیار گروه مدیریت بازرگانی دانشگاه پیام نور تهران ،ایران

3 استادیار دانشگاه پیام نور

4 دانشجوی دکتری دانشگاه پیام نور

چکیده

امروزه تاکید سازمان ها بر مشتری گرایی و تلاش برای نهادینه سازی این نوع نگاه در سازمان باعث شکل گیری چهره جدیدی از سازمان ها تحت عنوان سازمان های مشتری گرا شده است. سازمان مشتری گرا سازمانی است که به دنبال حداکثر سازی رضایت مشتریان از طریق ارائه کالاها و خدمات مناسب و بهبود روابط با آنان است. مساله اصلی تحقیق حاضر این است که مشخص نماید برای اینکه شرکت های کارگزاری فعال در بورس اوراق بهادار تهران، چهره ای مشتری گرا از خود به نمایش بگذارند باید بر چه اجزاء و ارکانی تکیه نمایند.در این راستا و جهت پاسخ به مساله یاد شده ، هدف تحقیق حاضر این است تا با بهره گیری از ادبیات تحقیق و رجوع به نظر خبرگان، مدلی را برای ارتقای مشتری گرایی شرکتهای کارگزاری فعال در بورس اوراق بهادار تهران طراحی نماید. برای رسیدن به هدف یاد شده از روش دلفی طی چهار دور استفاده به عمل آمد. نتایج تحقیق نشان داد که شرکت های کارگزاری فعال در بورس اوراق بهادار تهران، برای اینکه بتوانند چهره ای مشتری گرا از خود به نمایش بگذارند، باید بر هفت عامل که عبارتند از: ارزش های ذینفعان، فناوری پیشرفته، ساختار منعطف، نیروی انسانی شایسته، ارزش های اسلامی، اهداف مشخص، و فرهنگ سازمانی حمایت کننده ، تکیه کنند.

کلیدواژه‌ها

عنوان مقاله [English]

Design Customer-oriented Organization Model: Case study: Active Brokerage Firms in Tehran Stock Exchange

نویسندگان [English]

  • Mirza Hasan Hoseini 1
  • Aliakbar Joker 2
  • Oozhan Karimi 3
  • Mohsen Shahidi 4

چکیده [English]

Today, emphasis on customer-oriented organization and trying to institutionalize this approach has led the organization in shaping the new face of the organization as a customer-oriented organization. Customer-oriented organization is an organization that seeks to maximize customer satisfaction by providing appropriate goods and services and improve relationships with them. The main research question is to ascertain to brokerage firms active in the Tehran Stock Exchange, its customer-oriented face to show to rely on what components and elements. In this context, and in response to that problem, the aim of this study is to take advantage of literature and refer to expert opinion, designed a model specifically to promote customer-oriented brokerage firms active in the Tehran Stock Exchange. To achieve this goal through four rounds of the Delphi method was used. The results showed that brokerage firms active in the Tehran Stock Exchange, to be able to show your face customer oriented, should be based on seven factors, which include: Rely on stakeholder value, advanced technology, flexible structure, staffing competent, Islamic values, clear objectives, and supportive corporate culture.
 

کلیدواژه‌ها [English]

  • Organization
  • customer-oriented organization
  • brokerage firms
  • Delphi Method
  • design model
  • Value
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