چکیده:
Objectives. The purpose of this research is to investigate the impact of knowledge management through
information systems of human resources on customer relationship management. Methods. The study population
included managers and employees of Mashhad's aquatic sport centres like ‘Blue Waves’, ‘Armaghan’, ‘Surging
Waves’, and ‘Sunshine Coast Park’ (600 persons). Using a Morgan table, 234 cases were selected as sample,
based on cluster sampling method, and randomly. The research method was descriptive-analytical. Data collection
was conducted as a field study. The measurement tools were knowledge management questionnaire and human
resources information systems questionnaire and customer relationship management questionnaire respectively.
The validity of the questionnaires was observed andapproved by 10 sports management experts and professors of
Azad University of Mashhad and Ferdowsi University of Mashhad.Validation was determined by Cronbach’s
alpha respectively as 0.91, 0.87 and 0.90. Results. The results showed that knowledge management through
human resources information systems has a significant positive effect on customer relationship management.
Conclusion. It can be said that aquatic sport centers should more attend the important role of information systems
to increase customer satisfaction along with knowledge management.
خلاصه ماشینی:
"com Received: 12/10/2016 Accepted: 08/02/2017 The Effect of Knowledge Management through Human Resources Information Systems on Customer Relationship Management in Aquatic Sport Centers 1Mohammad Keshtidar*, 2Mohamad Reza Esmaeilzade Ghandehari, 2Mohsen Harati 1University of Birjand, Birjand, Iran.
The results showed that knowledge management through human resources information systems has a significant positive effect on customer relationship management.
The customer relationship management inventory, which contains 29 questions and eight subscales (marketing research and analysis of needs, planning for customer friendliness, service quality, customer-focused strategic activities, management of customer complaints, satisfaction for customers, facilitation of the exchange of information and communication, skills and training of staff) and has been measured based on a 5-value Likert scale, such that the validity of 0.
46 Hence, it can be said that knowledge management is confirmed through human resources information systems, having a significant and positive impact on customer relationship management, and so the research hypothesis is confirmed.
x: Knowledge management (independent variable), y: the amount of customer-friendliness (the dependent variable), z: Human Resource Information Systems (mediator), x1: to preserve and maintain knowledge, x2: the knowledge transfer, x3: knowledge creation, x4: application of knowledge, y1: marketing research and analysis of needs, y2: planning to be customer-friendly, y3: quality of service, y4: have a strategic vision of being customer- focused activities, y5: customer complaints management, y6: satisfaction for customers, y7: easy transfer of information and communication, y8: skills and training, z1: Benefits, z2: Obstacles.
CONCLUSION Finally, considering the structural model obtained, it was determined that knowledge management through human resources information systems affects the customer relationship management."