تأثیر استراتژی مشتری‌مداری با قابلیت مدیریت منابع انسانی و نوآوری بر عملکرد مالی

نوع مقاله : پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه بوعلی سینا، همدان، ایران

2 کارشناس ارشد MBA گرایش استراتژیک، دانشگاه پیام نور

چکیده

سازمان‌ها برای ادامه حیات خود نیازمند گزینش استراتژی مناسب جهت حداکثرسازی بهره‌برداری از فرصت‌های محیطی با توجه به نقاط قوت و ضعف خود هستند. بدین ترتیب، سازمان‌ها با انتخاب بهترین استراتژی گام مهمی در جهت بهبود عملکرد مالی خود برمی‌دارند. هدف اصلی پژوهش حاضر، بررسی تأثیر استراتژی مشتری مداری بر عملکرد مالی با نقش میانجی قابلیت مدیریت منابع انسانی و نوآوری در شرکت رادیاتور ایران در جهت بهبود عملکرد مالی این شرکت است. این تحقیق از لحاظ هدف از نوع کاربردی و از نظر روش گردآوری داده‌ها، توصیفی از نوع پیمایشی است. جامعه آماری این پژوهش شامل کارکنان شرکت رادیاتور ایران به تعداد 350نفر است. در این پژوهش 183نفر از این کارکنان به روش تصادفی ساده انتخاب شدند. جهت اندازه‌گیری متغیرها از پرسشنامه استاندارد استفاده گردید. داده‌ها با استفاده از آمار توصیفی و آمار استنباطی تجزیه و تحلیل شده است. برای آزمون فرضیه‌ها از مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد که مشتری‌مداری 8 درصد از عملکرد مالی، 75/5 درصد از قابلیت مدیریت منابع انسانی، 50/7 درصد از قابلیت نوآوری شرکت رادیاتور ایران را تبیین و پیش‌بینی می‌کند. همچنین قابلیت مدیریت منابع انسانی 40/7 درصد از عملکرد مالی و قابلیت نوآوری 13/5 درصد از عملکرد مالی شرکت رادیاتور ایران را تبیین و پیش‌بینی می‌کنند. برای سنجش متغیر میانجی از روش بوتاسترپ در نرم‌افزار آموس استفاده شد. نتایج نشان داد که قابلیت مدیریت منابع انسانی و قابلیت نوآوری هر دو در روابط بین مشتری‌مداری و عملکرد مالی شرکت رادیاتور ایران نقش میانجی تأثیرگذار دارند. بنابراین به مدیران شرکت رادیاتور ایران پیشنهاد می‌شود که اهداف و استراتژی‌های شرکت را در راستای رضایتمندی مشتریان قرار داده و استراتژی‌های رقابتی این شرکت  را نیز مبتنی بر درک نیازهای مشتریان تنظیم نمایند و نسبت به تامین نیازهای مشتریان متعهد شوند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of customer-oriented strategy with the ability to manage human resources and innovation on financial performance

نویسندگان [English]

  • Ali Asghari Sarem 1
  • Morteza Azizi 2
  • Mehdi Ajalli 1
1 Assistant Professor, Department of Management, Bu-Ali Sina University, Hamedan, Iran
2 MA. of MBA in Strategic, Payam Noor University
چکیده [English]

Aim and Introduction: Organizations need to choose the right strategy to maximize the use of environmental opportunities according to their strengths and weaknesses. Thus, by choosing the best strategy, organizations take an important step to improve their financial performance. The main purpose of this study is to investigate the effect of customer-centric strategy on financial performance with the mediating role of human resource management and innovation in Iran Radiator Company in order to improve the financial performance of this company.
Methodology: This research is applied in terms of purpose and descriptive in terms of data collection method. The statistical population of this study includes 350 employees of Iran Radiator Company. In this research, 183 of these employees were selected by simple random sampling. A standard questionnaire was used to measure the variables. Data were analyzed using descriptive statistics and inferential statistics. Structural equation modeling was used to test the hypotheses.
Finding: The results showed that customer-centric explain and predicts 8% of financial performance, 5.75% of human resource management capability, and 7.50% of Iran Radiator Company's innovation capability. They also explain and predict human resource management capability of 7.40% of financial performance and innovation capability of 13.5% of the financial performance of Iran Radiator Company. The bootstrap method was used to measure the mediating variable in Amos software. The results showed that human resource management capability and innovation capability both have an effective mediating role in the relationship between customer-centric and financial performance of Iran Radiator Company.
Discussion and Conclusion: Therefore, the managers of Iran Radiator Company are suggested to set the goals and strategies of the company in the direction of customer satisfaction and to adjust the competitive strategies of this company based on understanding the needs of customers and to be committed to meeting the needs of customers.

کلیدواژه‌ها [English]

  • Customer-centric Strategy
  • Financial Performance
  • Human Resource Management Capability
  • Innovation capability

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فصلنامه مطالعات مدیریت راهبردی
دوره 13، شماره 50
تیر 1401
صفحه 149-173

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سابقه مقاله

  • تاریخ دریافت: 22 خرداد 1400
  • تاریخ بازنگری: 29 تیر 1400
  • تاریخ پذیرش: 09 مهر 1400

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