نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت ، واحد علی آباد کتول ، دانشگاه آزاد اسلامی ، علی آباد کتول، ایران.

2 دانشیار دانشکده مدیریت، دانشگاه بین المللی امام رضا، مشهد، خراسان رضوی، ایران.

3 استادیار گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی ، علی آباد کتول، ایران.

چکیده

چکیده
امروزه چابکی به‌عنوان عاملی مهم در پیشبرد اهداف سازمان، افزایش بهره‌وری و روحیه کارکنان سازمان، ارتقای سطح تعهدسازمانی، در میان کارکنان سازمان‌ها مطرح شده است. تحولات جدید باعث شده است تا سازمان‌ها با سرعت بسیار زیادی گسترش پیدا کند، سازمان چابک با ارائه خدمات به‌موقع، متناسب با نیاز مشتری و همچنین بر اساس تغییرات محیطی، توانسته است تصویر مثبتی در ذهن مشتریان ایجاد کند. این تصویر نقش مهمی در تمایلات رفتاری و نگرش‌های مشتریان دارد. روش‌شناسی پژوهش حاضر (آمیخته) است و از لحاظ هدف یک پژوهش کاربردی است. جامعه آماری تحقیق مدیران و کارشناسان شرکت بیمه آسیا و اساتید دانشگاه هستند. نتایج نشان می‌دهد که 8 بُعد برای چابکی استراتژیک شامل قابلیت‌های فناوری، خلاقیت نوآورانه، یادگیری سازمانی، توازن داخلی، روشنی چشم‌انداز سازمان، درک قابلیت‌ها، واکنش استراتژیک و حساسیت استراتژیک شناسایی و تعیین شدند. همچنین 5 بُعد برای تمایلات رفتاری مشتریان شامل توصیه کلامی به دیگران، تمایل به تغییر، خرید پایدار، افزایش میزان خرید (مصرف) و افزایش هزینه خرید (مصرف) (پرداخت بیشتر) شناسایی و تعیین شدند. همچنین نتایج نشان داد که رابطه معناداری بین ابعاد چابکی استراتژیک با ابعاد تمایلات رفتاری مشتریان وجود دارد.

کلیدواژه‌ها

 
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