شخصی سازی و اعتماد در توانمندسازی مشتریان جهت رسیدن شرکت به موفقیت
کلمات کلیدی:
شخصیسازی, اعتماد, توانمندسازی مشتری, موفقیت دولت الکترونیکچکیده
هدف: هدف پژوهش حاضر بررسی تأثیر شخصیسازی و اعتماد بر توانمندسازی مشتریان و بهدنبال آن موفقیت دولت الکترونیک در شرکتهای دانشبنیان استان تهران است. روششناسی: این مطالعه به روش توصیفی-تحلیلی و با بهرهگیری از ابزار پرسشنامه انجام شده است. جامعه آماری شامل مدیران ارشد، میانی و کارکنان شرکتهای دانشبنیان استان تهران بوده و تعداد 350 پرسشنامه بهصورت تصادفی توزیع و جمعآوری شد. روایی ابزار از طریق روایی صوری و محتوایی با CVR و CVI و پایایی آن با آلفای کرونباخ تأیید شد. برای تحلیل دادهها از نرمافزارهای SPSS-25 و AMOS-24 و مدلسازی معادلات ساختاری استفاده گردید. یافتهها: نتایج نشان داد شخصیسازی تأثیر مثبت و معناداری بر اعتماد و توانمندسازی مشتریان دارد. همچنین، اعتماد نیز تأثیر مثبت و معناداری بر توانمندسازی دارد. در نهایت، توانمندسازی مشتریان تأثیر مستقیم و قابل توجهی بر موفقیت دولت الکترونیک دارد. مسیرهای غیرمستقیم نیز از طریق متغیر میانجی توانمندسازی تأیید شدند و مدل مفهومی از برازش مطلوبی برخوردار بود. نتیجهگیری: توانمندسازی مشتریان با تکیه بر شخصیسازی خدمات و تقویت اعتماد میتواند عامل کلیدی در موفقیت دولت الکترونیک و ارتقاء عملکرد سازمانی باشد. سازمانها با اتخاذ رویکردهای مشتریمحور و ایجاد فرهنگ اعتماد و مشارکت، میتوانند زمینهساز توسعه خدمات نوآورانه و کارآمد گردند.
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حق نشر 2025 Behzad Gohari (Author)

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