‫ﺩدﻭوﺭر ﺇإﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء ﻓﻲ ﺗﺣﺳﻳﯾﻥن ﻋﻼﻗﺔ ﺍاﻟﻣﻧﻅظﻣﺔ‬ ‫ﺑﻌﻣﻼﺋﻬﮭﺎ‬
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‫ 3102 ,538-928 :)6( 31 ‪Middle-East Journal of Scientific Research‬‬

‫ﺍاﺳﻡم‬ ‫ﺩدﻭوﺭر ﺇإﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء ﻓﻲ ﺗﺣﺳﻳﯾﻥن ﻋﻼﻗﺔ ﺍاﻟﻣﻧﻅظﻣﺔ ﺑﻌﻣﻼﺋﻬﮭﺎ‬
‫)‪The Role of Customer Knowledge Management (CKM‬‬ ‫‪In Improving Organization-Customer Relationship‬‬
‫1‬

‫‪Ali Attafar, 2Majid Sadidi, 3Hamideh Attafar and 1Arash Shahin‬‬

‫1‬

‫‪Department of Management, University of Isfahan, Isfahan, Iran‬‬

‫2‬

‫‪Department of Management, Shaykhbahaee University, Isfahan, Iran‬‬

‫3‬

‫‪Faculty Member of Payam Noor University, Harand Campus, Isfahan, Iran‬‬

‫ﺍاﻟﺧﻼﺻﺔ: ﻗﻳﯾﻣﺔ ﺍاﻟﻌﻣﻼء ﺍاﺻﺑﺣﺕت ﻭوﺍاﺿﺣﺔ ﻟﻠﺷﺭرﻛﺎﺕت ﺍاﻟﺭرﺍاﺋﺩدﺓة ﻓﻲ ﺍاﻟﺑﻳﯾﺋﺔ ﺍاﻟﺗﻧﺎﻓﺳﻳﯾﺔ .ﻟﺫذﻟﻙك,ﺗﺣﺎﻭوﻝل ﺍاﻟﻣﻧﻅظﻣﺎﺕت ﺑﺈﺳﺗﻣﺭرﺍاﺭر ﺗﺣﺳﻳﯾﻥن‬ ‫ﻋﻼﻗﺗﻬﮭﺎ ﻣﻊ ﻋﻣﻼﺋﻬﮭﺎ ﻣﻥن ﺧﻼﻝل ﻧﻅظﻡم ﺇإﺩدﺍاﺭرﺓة ﻋﻼﻗﺎﺕت ﺍاﻟﻌﻣﻼء . ﺇإﺩدﺍاﺭرﺓة ﺍاﻟﻣﻌﺎﺭرﻑف ﻳﯾﻣﻛﻥن ﺃأﻥن ﺗﺳﺎﻋﺩد ﺃأﻳﯾﺿﺎ ﻓﻲ ﺗﺣﺳﻳﯾﻥن ﺟﻭوﺩدﺓة ﺍاﻟﻣﻌﻠﻭوﻣﺎﺕت‬ ‫ﺍاﻟﺗﻲ ﺣﺻﻠﺕت ﻋﻠﻳﯾﻬﮭﺎ ﻣﻥن ﺧﻼﻝل ﺇإﺩدﺍاﺭرﺓة ﻋﻼﻗﺎﺕت ﺍاﻟﻌﻣﻼء ﻭوﻟﻛﻥن ﻣﻥن ﺃأﺟﻝل ﻓﻌﺎﻟﻳﯾﺔ ﺃأﻛﺛﺭر,ﺑﺭرﻧﺎﻣﺞ ﺇإﺩدﺍاﺭرﺓة ﺍاﻟﻣﻌﺎﺭرﻑف ﻳﯾﺟﺏب ﺃأﻥن ﻳﯾﺯزﻭوﺩد ﺑﺷﻛﻝل‬ ‫ﺛﺎﺑﺕت ﻭوﻣﺳﺗﻣﺭر ﺑﻣﻌﻠﻭوﻣﺎﺕت ﺟﻣﻌﺕت ﻣﻥن ﻣﺻﺎﺩدﺭر ﺧﺎﺭرﺝج ﺍاﻟﻣﻧﻅظﻣﺔ ﺑﺎﻟﺗﻌﺎﻭوﻥن ﻣﻊ ﻧﻅظﺎﻡم ﺇإﺩدﺍاﺭرﺓة ﻋﻼﻗﺎﺕت ﺍاﻟﻌﻣﻼء.ﻓﻲ ﻫﮬﮪھﺫذﻩه ﺍاﻟﺩدﺭرﺍاﺳﺔ ٬، ﺗﻡم‬ ‫ﺍاﻗﺗﺭرﺍاﺡح ﻧﻣﻭوﺝج ﺇإﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء ﻟﻠﺩدﻣﺞ ﺑﻳﯾﻥن ﺇإﺩدﺍاﺭرﺓة ﻋﻼﻗﺎﺕت ﺍاﻟﻌﻣﻼء ﻭوﺇإﺩدﺍاﺭرﺓة ﺍاﻟﻣﻌﺎﺭرﻑف ﻣﻥن ﺧﻼﻝل ﺃأﺭرﺑﻊ ﻣﺭرﺍاﺣﻝل.ﺇإﺿﺎﻓﺔ ﺇإﻟﻰ ﺫذﻟﻙك‬ ‫, ﺗﻡم ﺇإﺟﺭرﺍاء ﻣﺳﺢ ﻟﺗﺣﺩدﻳﯾﺩد ﺍاﻟﻌﻭوﺍاﺋﻕق ﺍاﻟﺗﻲ ﺗﻌﻳﯾﻕق ﺗﺻﻣﻳﯾﻡم ﻭوﺗﻁطﺑﻳﯾﻕق ﻧﻅظﺎﻡم ﺇإﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء. ﻋﻳﯾﻧﺔ ﺍاﻟﺑﺣﺙث ﺗﺿﻣﻧﺕت ﻣﺩدﺭرﺍاء 22‬ ‫ﻣﺻﻧﻊ ﻓﻲ ﺃأﺻﻔﻬﮭﺎﻥن,ﻭوﺗﻛﻭوﻥن ﺍاﻻﺳﺗﺑﻳﯾﺎﻥن ﻣﻥن 92 ﺳﺅؤﺍاﻝل ﺑﺻﻳﯾﻐﺔ ﺍاﻻﺧﺗﻳﯾﺎﺭر ﺍاﻟﻣﺗﻌﺩدﺩد. ﻭوﺃأﻭوﺿﺣﺕت ﺍاﻟﻧﺗﺎﺋﺞ ﺃأﻥن ﻋﺩدﻡم ﻛﻔﺎﻳﯾﺔ ﺍاﻟﻣﻳﯾﺯزﺍاﻧﻳﯾﺔ ﺍاﻟﺩدﺍاﻋﻣﺔ‬ ‫ﻭوﻋﺩدﻡم ﺍاﻟﺗﺯزﺍاﻡم ﺍاﻻﺩدﺍاﺭرﺓة ﺍاﻟﻌﻠﻳﯾﺎ ﻟﻧﻅظﺎﻡم ﺇإﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء ﺑﺎﻹﺿﺎﻓﺔ ﺇإﻟﻰ ﺳﻭوء ﺍاﻟﺗﻭوﺍاﺻﻝل ٬، ﻛﺎﻧﺕت ﺟﻣﻳﯾﻌﻬﮭﺎ ﻋﻭوﺍاﺋﻕق ﺗﻘﻑف ﺣﺎﺋﻼ ﺍاﻣﺎﻡم‬ ‫ﺗﺻﻣﻳﯾﻡم ﻭوﺗﻁطﺑﻳﯾﻕق ﻧﻅظﺎﻡم ﺍاﺩدﺍاﺭرﺓة ﻣﻌﺎﺭرﻑف ﺍاﻟﻌﻣﻼء.‬ ‫ﻛﻠﻣﺎﺕت