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Data Mining: A New Way for Achievement of the Police Accountability

Article · April 2011

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‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫‪1‬‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬
‫‪2‬‬
‫ﻋﻠﻲﻣﺤﻤﺪ ﺍﺣﻤﺪﻭﻧﺪ‬
‫‪3‬‬
‫ﺍﻟﻬﺎﻡ ﺁﺧﻮﻧﺪﺯﺍﺩﻩ‬

‫ﭼﻜﻴﺪﻩ‬
‫ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻳﻜﻲ ﺍﺯ ﺯﻳﺮﻣﺠﻤﻮﻋﻪﻫﺎﻱ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺳﺖ ﻛﻪ ﺑﻪ ﻣﻨﻈﻮﺭ‬
‫ﺗﻮﺳﻌﻪ ﻧﻈﺎﺭﺕ ﻣﺮﺩﻡ ﺑﺮ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﻭ ﻣﺸﺎﺭﻛﺖ ﺁﻧﺎﻥ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺑﺨﺸﻬﺎﻱ ﻣﺨﺘﻠﻒ ﺍﻳﻦ‬
‫ﺍﺭﮔﺎﻥ ﺗﺄﺳﻴﺲ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﺗﻌﺪﺍﺩ ﻭ ﺗﻨﻮﻉ ﺗﻤﺎﺳﻬﺎﻱ ﺭﻭﺯﺍﻧﻪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺎ ﺍﻳﻦ ﻣﺮﻛﺰ‪ ،‬ﻧﺸﺎﻧﺪﻫﻨﺪﻩ‬
‫ﻣﻮﻓﻘﻴﺖ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﺩﺭ ﺟﻠﺐ ﺍﻋﺘﻤﺎﺩ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻭ ﺍﻓﺰﺍﻳﺶ ﺍﺣﺴﺎﺱ ﻣﺴﺌﻮﻟﻴﺖ ﺁﻧﺎﻥ ﻧﺴﺒﺖ‬
‫ﺑﻪ ﺧﺪﻣﺎﺕ ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﺗﻮﺳﻂ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺳﺖ‪ .‬ﺑﺎﻧﻚ ﺩﺍﺩﻩ ﺍﻳﻦ ﻣﺮﻛﺰ ﺍﻃﻼﻋﺎﺕ ﻣﻔﻴﺪﻱ‬
‫ﺩﺭ ﻣﻮﺭﺩ ﺗﻤﺎﺳﻬﺎﻱ ﻣﺮﺩﻡ ﺑﺎ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﺩﺍﺭﺩ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﻣﻨﺒﻌﻲ ﻣﻬﻢ ﻭ ﻣﻨﺎﺳﺐ ﺑﺮﺍﻱ ﺍﺭﺯﻳﺎﺑﻲ‬
‫ﺑﻬﺒﻮﺩ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﺑﺎﺷﺪ‪ .‬ﺍﺑﺰﺍﺭﻱ ﻛﻪ ﺩﺭ ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﭘﻴﺸﻨﻬﺎﺩ ﻣﻲﺷﻮﺩ‪ ،‬ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺷﻴﻮﻩﻫﺎﻱ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ 4‬ﺑﺎ ﺭﻭﻳﻜﺮﺩ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ‪ 5‬ﺍﺳﺖ‪ .‬ﺩﺭ ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﺳﻌﻲ ﻣﻲﺷﻮﺩ ﻛﺎﺭﺑﺮﺩ‬
‫ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﻣﻮﺭﺩ ﺑﺮﺭﺳﻲ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﺩﺭ ﺍﺑﺘﺪﺍ ﻛﺎﺭﺑﺮﺩ ﺍﻳﻦ ﺍﺑﺰﺍﺭ ﺩﺭ‬
‫ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﻣﺮﻭﺭ‪ ،‬ﻭ ﺳﭙﺲ ﺑﺮ ﺍﺳﺎﺱ ﻧﻈﺮﻳﻪ ‪ RFM‬ﻭ ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻱ‪،‬‬
‫ﺍﻟﮕﻮﻳﻲ ﺑﺮﺍﻱ ﺷﻨﺎﺳﺎﻳﻲ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﺍﺻﻠﻲ ﻭ ﻣﻬﻢ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ‬
‫ﺍﻧﺘﻈﺎﻣﻲ ﺍﺭﺍﺋﻪ ﻣﻲﺷﻮﺩ‪ .‬ﺍﻧﺘﻈﺎﺭ ﻣﻲﺭﻭﺩ ﭘﻴﺮﻭﻱ ﺍﺯ ﺭﻭﻳﻜﺮﺩ ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﺑﻪ ﻛﺸﻒ ﺍﻟﮕﻮﻫﺎﻳﻲ ﻣﻨﺠﺮ‬
‫ﺷﻮﺩ ﻛﻪ ﺩﺭ ﺑﻬﺒﻮﺩ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﺳﻮﺩﻣﻨﺪ ﻭﺍﻗﻊ ﺷﻮﺩ‪.‬‬

‫ﻭﺍژﮔﺎﻥ ﻛﻠﻴﺪﻱ‬
‫ﺑﻬﺒﻮﺩ ﻣﺪﻳﺮﻳﺖ‪ ،‬ﺷﻴﻮﻩ ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﻧﻈﺮﻳﺔ ‪ ،RFM‬ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻯ‪ ،‬ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫‪ .1‬ﺗﺎﺭﻳﺦ ﺩﺭﻳﺎﻓﺖ ‪ ،1389/1/25 :‬ﺗﺎﺭﻳﺦ ﭘﺬﻳﺮﺵ‪1389/3/16 :‬‬

‫‪ .2‬ﺩﺍﻧﺸﻴﺎﺭ ﮔﺮﻭﻩ ﺳﻴﺴﺘﻢﻫﺎﻱ ﺍﻗﺘﺼﺎﺩﻱ‪ -‬ﺍﺟﺘﻤﺎﻋﻲ‪ ،‬ﺩﺍﻧﺸﮕﺎﻩ ﺍﻣﺎﻡ ﺣﺴﻴﻦ‪alimohamad.ahmadvand@gmail.com ،‬‬
‫‪ .3‬ﻛﺎﺭﺷﻨﺎﺱ ﺍﺭﺷﺪ ﻣﻬﻨﺪﺳﻲ ﺻﻨﺎﻳﻊ ﮔﺮﻭﻩ ﺻﻨﺎﻳﻊ ﺩﺍﻧﺸﻜﺪﻩ ﻓﻨﻲ ﻭ ﻣﻬﻨﺪﺳﻲ ﺩﺍﻧﺸﮕﺎﻩ ﺷﺎﻫﺪ‪،‬‬
‫‪e.akhondzadeh.n@gmail.com‬‬
‫‪4. Data mining‬‬
‫‪5. Customer Relationship Management‬‬
 ‫‪ .1‬ﻣﻘﺪﻣﻪ‬
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‫ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺑﺎ ﺗﻠﻔﻦ ‪ 197‬ﻣﺴﺌﻮﻟﻴﺖ ﺩﺭﻳﺎﻓﺖ ﻧﻈﺮﻳﺎﺕ ﻭ ﺩﻳﺪﮔﺎﻩﻫﺎﻱ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﻣﺮﺩﻣﻲ ﻧﺴﺒﺖ ﺑﻪ ﻋﻤﻠﻜﺮﺩ ﻭ ﺑﺨﺸﻬﺎﻱ ﻣﺨﺘﻠﻒ ﭘﻠﻴﺲ ﺭﺍ ﺩﺭ ﺳﺮﺍﺳﺮ ﻛﺸﻮﺭ ﺑﺮ ﻋﻬﺪﻩ ﺩﺍﺭﺩ ﻭ‬
‫ﺑﺎ ﻫﺪﻑ ﺍﺭﺯﺷﮕﺬﺍﺭﻱ ﻧﺴﺒﺖ ﺑﻪ ﻧﻈﺮﻳﺎﺕ ﻣﺮﺩﻣﻲ ﻭ ﻣﺸﺎﺭﻛﺖ ﺁﻧﺎﻥ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺧﺪﻣﺎﺕ ﻧﺎﺟﺎ‬
‫ﺗﺄﺳﻴﺲ ﺷﺪﻩ ﺍﺳﺖ؛ ﺑﻪ ﻋﺒﺎﺭﺗﻲ ﻫﺪﻑ ﺍﺻﻠﻲ ﺍﻳﻦ ﻣﺮﻛﺰ‪ ،‬ﮔﺴﺘﺮﺵ ﻓﺮﻫﻨﮓ ﺟﺎﻣﻌﻪﻣﺤﻮﺭﻯ ﻭ‬
‫ﺍﻋﺘﻤﺎﺩﺳﺎﺯﻯ ﻋﻤﻮﻣﻰ ﺩﺭ ﺭﺍﺳﺘﺎﻯ ﺗﻮﺳﻌﻪ ﻧﻈﺎﺭﺕ ﻣﺮﺩﻣﻰ ﺑﺮ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﺍﺳﺖ‪.‬‬
‫ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻰ ﺑﻪﺻﻮﺭﺕ ﺗﻤﺎﻡﻭﻗﺖ ﺁﻣﺎﺩﻩ ﺩﺭﻳﺎﻓﺖ ﻧﻈﺮﻳﺎﺕ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩﻫﺎ‪ ،‬ﺍﻧﺘﻘﺎﺩﺍﺕ ﻭ‬
‫ﺷﻜﺎﻳﺎﺕ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﻣﻮﺭﺩ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﻭ ﻛﺎﺭﻛﻨﺎﻥ ﺁﻥ ﺍﺳﺖ‪ .‬ﺍﻳﻦ ﻣﺮﻛﺰ ﻓﺮﺻﺘﻲ ﺭﺍ ﻓﺮﺍﻫﻢ‬
‫ﻣﻲﻛﻨﺪ ﺗﺎ ﻣﺮﺩﻡ ﺑﺘﻮﺍﻧﻨﺪ ﻧﻈﺮﻳﺎﺕ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩﻫﺎ ﻭ ﻣﺸﻜﻼﺕ ﺧﻮﺩ ﺭﺍ ﺑﻪ ﺍﻳﻦ ﻣﺮﻛﺰ ﻣﻨﻌﻜﺲ ﻛﻨﻨﺪ‬
‫ﺗﺎ ﺑﺘﻮﺍﻥ ﺑﺎ ﺗﻜﻴﻪ ﺑﺮ ﻣﺘﺨﺼﺼﺎﻥ ﺻﺎﺣﺐ ﻓﻦ ﺩﺭ ﺍﻳﻦ ﻣﺮﻛﺰ ﺍﻳﻦ ﻣﻌﻀﻼﺕ ﺭﺍ ﺑﻪ ﺣﺪﺍﻗﻞ ﺭﺳﺎﻧﺪ؛‬
‫ﺑﻪ ﻋﺒﺎﺭﺗﻲ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﻣﺄﻣﻮﺭﻳﺖ ﺩﺍﺭﺩ ﺑﺴﺘﺮﻫﺎﻱ ﻻﺯﻡ ﺭﺍ ﺑﺮﺍﻱ ﺩﺭﻳﺎﻓﺖ ﺑﺎﺯﺧﻮﺭﺩﻫﺎﻱ ﺍﺟﺘﻤﺎﻋﻲ‬
‫ﻣﺄﻣﻮﺭﻳﺘﻬﺎ ﻭ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﻭ ﻛﺎﺭﻛﻨﺎﻥ ﺁﻥ ﻭ ﺍﻧﻌﻜﺎﺱ ﺍﻳﻦ ﻣﻮﺍﺭﺩ ﺑﻪ ﺳﻴﺴﺘﻢ ﻓﺮﻣﺎﻧﺪﻫﻲ ﻓﺮﺍﻫﻢ‬
‫ﺳﺎﺯﺩ‪.‬‬
‫ﺁﻣﺎﺭ ﺗﻤﺎﺳﻬﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺎ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﻧﺸﺎﻥ ﻣﻲﺩﻫﺪ ﻛﻪ ﻋﻤﻠﻜﺮﺩ ﺍﻳﻦ ﻣﺮﻛﺰ ﺩﺭ ﺟﻠﺐ‬
‫ﺍﻋﺘﻤﺎﺩ ﻣﺮﺩﻡ ﻭ ﺍﻓﺰﺍﻳﺶ ﻣﺸﺎﺭﻛﺖ ﺍﻳﺸﺎﻥ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﻣﻮﻓﻘﻴﺖﺁﻣﻴﺰ ﺑﻮﺩﻩ‬
‫ﺍﺳﺖ‪ .‬ﺍﻃﻼﻋﺎﺕ ﺗﻤﺎﺳﻬﺎﻱ ﻣﺮﺩﻡ ﺑﺎ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﺑﻪ ﺗﻔﻜﻴﻚ ﻧﻮﻉ ﭘﻴﺎﻡ‪ ،‬ﻣﻮﺿﻮﻉ‪ ،‬ﺯﻣﺎﻥ ﻭ‪ ..‬ﺩﺭ ﻣﺮﻛﺰ‬
‫ﺩﺍﺩﻩ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﺛﺒﺖ ﻣﻲﺷﻮﺩ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪﻋﻨﻮﺍﻥ ﻣﻨﺒﻌﻲ ﻣﻨﺎﺳﺐ ﺑﻪ ﻣﻨﻈﻮﺭ ﻣﺪﻳﺮﻳﺖ ﺭﻭﺍﺑﻂ‬
‫ﺗﺤﻠﻴﻠﻲ ﺑﺎ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻣﻮﺭﺩ ﺑﺮﺭﺳﻲ ﻭ ﻛﺎﻭﺵ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﻳﻜﻲ ﺍﺯ ﺍﺑﺰﺍﺭﻫﺎﻳﻲ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪ‬
‫ﻣﻨﻈﻮﺭ ﺗﺤﻠﻴﻞ ﺩﺍﺩﻩﻫﺎ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﻴﺮﺩ ﻭ ﺑﺴﻴﺎﺭ ﺳﻮﺩﻣﻨﺪ ﻭﺍﻗﻊ ﺷﻮﺩ‪ ،‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺍﺳﺖ‪.‬‬
‫ﭘﻴﺸﻨﻬﺎﺩ ﻣﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭ ﺭﻭﻳﻜﺮﺩ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻯ )‪(CRM‬‬
‫ﺍﺳﺖ‪ .‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪ ﺳﺎﺯﻣﺎﻧﻬﺎ ﺍﺯ ﺟﻤﻠﻪ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﻛﻤﻚ ﻛﻨﺪ ﺗﺎ ﺩﻳﺪ ﺩﺭﺳﺖﺗﺮﻱ‬
‫ﻧﺴﺒﺖ ﺑﻪ ﻧﻴﺎﺯﻫﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﻣﺸﺘﺮﻳﺎﻥ ﺧﻮﺩ ﭘﻴﺪﺍ ﻛﻨﻨﺪ ﻭ ﺍﺯ ﺍﻳﻦ ﺷﻨﺎﺧﺖ ﺩﺭ ﺭﺍﺳﺘﺎﻱ ﺑﻬﺒﻮﺩ‬
‫ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﺑﻪ ﻣﺸﺘﺮﻳﺎﻥ ﺧﻮﺩ ﺑﻬﺮﻩﻣﻨﺪ ﮔﺮﺩﻧﺪ‪.‬‬
‫ﺩﺭ ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﺑﺎ ﺭﻭﻳﻜﺮﺩ ‪ CRM‬ﻭ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺗﺤﻠﻴﻞ ‪ ،RFM‬ﺍﻟﮕﻮﻳﻲ ﺑﺮﺍﻱ ﺷﻨﺎﺳﺎﻳﻲ‬
‫ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﻣﻬﻢ ﻭ ﺍﺻﻠﻲ ﻣﺮﺩﻡ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺭﺍﺋﻪ ﻣﻲﺷﻮﺩ‪ .‬ﺭﻭﺵﺷﻨﺎﺳﻲ‬
‫ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﺩﺭ ﭘﺎﻳﮕﺎﻩ ﺩﺍﺩﻩ ﺳﺎﻣﺎﻧﻪ ‪ 137‬ﺷﻬﺮﺩﺍﺭﻱ ﺗﻬﺮﺍﻥ ﺑﻪ ﻛﺎﺭ ﮔﺮﻓﺘﻪ ﺷﺪﻩ ﻭ ﻣﻮﻓﻘﻴﺖﺁﻣﻴﺰ‬
 ‫ﺑﻮﺩﻩ ﺍﺳﺖ‪ .‬ﺍﻧﺘﻈﺎﺭ ﻣﻲﺭﻭﺩ ﺍﺟﺮﺍﻱ ﺍﻳﻦ ﺭﻭﻧﺪ ﺩﺭ ﺍﻳﻦ ﻣﺮﻛﺰ ﻧﻴﺰ ﺑﻪ ﻛﺸﻒ ﺩﺍﻧﺸﻲ ﻣﻨﺠﺮ ﺷﻮﺩ ﻛﻪ‬
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‫ﺑﺘﻮﺍﻥ ﺍﺯ ﺁﻥ ﺩﺭ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺑﻪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﺳﺘﻔﺎﺩﻩ ﻛﺮﺩ‪.‬‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺩﺭ ﺑﺨﺶ ﺩﻭﻡ ﺑﻪ ﻣﺮﻭﺭ ﺍﺩﺑﻴﺎﺕ ﻣﺮﺗﺒﻂ ﺑﺎ ‪ ،CRM ،CiRM‬ﻧﻈﺮﻳﻪ ‪ RFM‬ﻭ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ ﭘﺮﺩﺍﺧﺘﻪ‪ ،‬ﻭ ﻣﻔﺎﻫﻴﻢ ﻣﺮﺗﺒﻂ ﺑﺎ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭ ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻱ‬
‫ﺑﻪﺻﻮﺭﺕ ﺧﻼﺻﻪ ﺑﻴﺎﻥ ﻣﻲﺷﻮﺩ‪ .‬ﺩﺭ ﺑﺨﺶ ﺳﻮﻡ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ‬
‫ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻣﻮﺭﺩ ﺑﺮﺭﺳﻲ ﻗﺮﺍﺭ ﻣﻲﮔﻴﺮﺩ ﻭ ﺩﺭ ﺑﺨﺶ ﭼﻬﺎﺭﻡ ﺍﻟﮕﻮﻳﻲ ﺑﺮﺍﻱ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ‬
‫ﺍﺻﻠﻲ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺭﺍﺋﻪ ﻣﻲﺷﻮﺩ‪ .‬ﺩﺭ ﺑﺨﺶ ﭘﻨﺠﻢ ﻧﻴﺰ ﺑﻪ‬
‫ﻧﺘﺎﻳﺞ ﻭ ﺑﺮﺧﻲ ﻧﻜﺎﺕ ﻗﺎﺑﻞ ﺗﻮﺟﻪ ﺍﺷﺎﺭﻩ ﻣﻲﺷﻮﺩ‪.‬‬

‫‪ .2‬ﻣﺮﻭﺭ ﺍﺩﺑﻴﺎﺕ‬
‫ﺩﺭ ﺍﻳﻦ ﺑﺨﺶ ﺑﻪﺻﻮﺭﺕ ﺧﻼﺻﻪ ﺗﻌﺎﺭﻳﻒ ﻣﺮﺗﺒﻂ ﺑﺎ ‪ CRM‬ﻭ ‪ CiRM‬ﻭ ﻧﻈﺮﻳﻪ ‪ RFM‬ﺑﻴﺎﻥ‬
‫ﻣﻲﺷﻮﺩ‪ .‬ﺳﭙﺲ ﺑﻪ ﺗﻌﺮﻳﻒ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭ ﺧﻮﺷﻪﺑﻨﺪﻱ ﭘﺮﺩﺍﺧﺘﻪ‪ ،‬ﻭ ﺩﺭ ﺍﻧﺘﻬﺎ ﺑﻪ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ‪ CRM‬ﻭ ‪ CiRM‬ﺍﺷﺎﺭﻩ ﻣﻰﮔﺮﺩﺩ‪.‬‬

‫‪ .1-2‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ‬

‫ﺍﮔﺮﭼﻪ ﺍﻣﺮﻭﺯﻩ ‪ CRM‬ﺑﻪﻋﻨﻮﺍﻥ ﻳﻚ ﻣﻮﺿﻮﻉ ﺗﺠﺎﺭﻱ ﻣﻬﻢ ﺑﻪ ﺭﺳﻤﻴﺖ ﺷﻨﺎﺧﺘﻪ ﺷﺪﻩ ﺍﺳﺖ‪،‬‬
‫ﺗﻌﺮﻳﻒ ﺟﻬﺎﻧﻲ ﺑﺮﺍﻱ ﺁﻥ ﻭﺟﻮﺩ ﻧﺪﺍﺭﺩ)ﺍﻥﮔِﻲ‪ .(2005 ،‬ﺩﺭ ﺍﻳﻦ ﻗﺴﻤﺖ ﺑﻪﺻﻮﺭﺕ ﺧﻼﺻﻪ ﺑﻪ‬
‫ﺗﻌﺪﺍﺩﻱ ﺍﺯ ﺗﻌﺎﺭﻳﻒ ﺍﺻﻠﻲ ﻛﻪ ﺑﺮﺍﻱ ‪ CRM‬ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﺍﺳﺖ‪ ،‬ﺍﺷﺎﺭﻩ ﻣﻰﺷﻮﺩ‪.‬‬
‫ﺳﻮﻳﻔﺖ‪ ،(2001) 1‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺭﺍ ﺭﻭﻳﻜﺮﺩ ﻭ ﺍﺑﺰﺍﺭ ﺗﺠﺎﺭﻱ ﺑﺮﺍﻱ ﻓﻬﻢ ﺭﻓﺘﺎﺭ‬
‫ﻣﺸﺘﺮﻱ ﻭ ﺗﺄﺛﻴﺮﮔﺬﺍﺭﻱ ﺑﺮ ﻭﻱ ﻫﻨﮕﺎﻡ ﺍﺭﺗﺒﺎﻁ ﻣﻌﻨﻲﺩﺍﺭ ﺑﻪ ﻣﻨﻈﻮﺭ ﺑﻬﺒﻮﺩ ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻱ‪،‬‬
‫ﺣﻔﻆ ﻭ ﻧﮕﻬﺪﺍﺭﻱ ﺍﻭ‪ ،‬ﻛﺴﺐ ﺍﻋﺘﻤﺎﺩ ﻭ ﻭﻓﺎﺩﺍﺭﻱ ﻭﻱ ﻭ ﺩﺭ ﻧﻬﺎﻳﺖ ﺑﻪﺩﺳﺖ ﺁﻭﺭﺩﻥ ﺳﻮﺩ ﺑﻴﺸﺘﺮ ﺍﺯ‬
‫ﻣﺸﺘﺮﻱ ﻣﻌﺮﻓﻲ ﻛﺮﺩﻩ ﺍﺳﺖ‪.‬‬
‫ﭘﺎﺭﻭﺍﺗﻴﺎﺭ ﻭ ﺷِ ﺚ‪ CRM ،(2001) 2‬ﺭﺍ ﺍﺳﺘﺮﺍﺗﮋﻱ ﻓﺮﺍﮔﻴﺮ ﻭ ﻓﺮﺍﻳﻨﺪ ﺷﻨﺎﺳﺎﻳﻲ‪ ،‬ﻧﮕﻬﺪﺍﺭﻱ ﻭ‬
‫ﺷﺮﺍﻛﺖ ﺑﺎ ﻣﺸﺘﺮﻳﺎﻥ ﻣﻨﺘﺨﺐ ﺑﻪ ﻣﻨﻈﻮﺭ ﺧﻠﻖ ﺍﺭﺯﺵ ﺍﻓﺰﻭﺩﻩ ﺑﺮﺍﻱ ﺷﺮﻛﺖ ﻭ ﻣﺸﺘﺮﻱ ﻣﻌﺮﻓﻲ‬

‫‪1. Swift‬‬
‫‪2. Parvatiyar and Sheth‬‬
‫ﻛﺮﺩﻧﺪ ﻛﻪ ﺷﺎﻣﻞ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ‪ ،‬ﻓﺮﻭﺵ‪ ،‬ﺧﺪﻣﺎﺕ ﻭ ﺑﺨﺶ ﺯﻧﺠﻴﺮﻩ ﺗﺄﻣﻴﻦ ﺳﺎﺯﻣﺎﻥ ﺑﻪﺻﻮﺭﺕ ﻳﻜﭙﺎﺭﭼﻪ‬
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‫ﺑﻪ ﻣﻨﻈﻮﺭ ﺧﻠﻖ ﻛﺎﺭﺍﻳﻲ ﻭ ﺑﺎﺯﺩﻫﻲ ﺑﻴﺸﺘﺮ ﺩﺭ ﺍﺭﺍﺋﻪ ﺍﺭﺯﺵ ﺑﻪ ﻣﺸﺘﺮﻱ ﺍﺳﺖ‪.‬‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﻛﻴﻨﻜِﻴﺪ‪ ،(2003) 1‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺭﺍ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺳﺘﺮﺍﺗﮋﻳﻚ ﺍﺯ ﺍﻃﻼﻋﺎﺕ‪،‬‬
‫ﻓﺮﺍﻳﻨﺪﻫﺎ‪ ،‬ﻓﻨﺎﻭﺭﻱ ﻭ ﺍﻓﺮﺍﺩ ﺑﺮﺍﻱ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻃﺎﺕ ﻣﺸﺘﺮﻱ ﺑﺎ ﺷﺮﻛﺖ ﺩﺭ ﺗﻤﺎﻡ ﺩﻭﺭﺍﻥ ﺣﻴﺎﺕ‬
‫ﻣﺸﺘﺮﻱ ﻣﻌﺮﻓﻲ ﻛﺮﺩﻩ ﻛﻪ ﺷﺎﻣﻞ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ‪ ،‬ﻓﺮﻭﺵ‪ ،‬ﺧﺪﻣﺎﺕ ﻭ ﭘﺸﺘﻴﺒﺎﻧﻲ ﺍﺳﺖ‪.‬‬
‫ﺑﻪﺻﻮﺭﺕ ﻛﻠﻰ ﻣﻲﺗﻮﺍﻥ ﮔﻔﺖ ‪ CRM‬ﺷﺎﻣﻞ ﺭﻭﺵﺷﻨﺎﺳﻲ‪ ،‬ﺍﺳﺘﺮﺍﺗﮋﻱ‪ ،‬ﻧﺮﻡ ﺍﻓﺮﺍﺯ ﻭ ﺗﻮﺍﻧﺎﻳﻲ‬
‫ﻛﺎﺭ ﺑﺎ ﻭﺏ ﺍﺳﺖ ﻛﻪ ﺑﻪ ﺷﺮﻛﺘﻬﺎ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﻭ ﺳﺎﺯﻣﺎﻧﺪﻫﻲ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻳﺎﻧﺶ ﻛﻤﻚ ﻣﻲﻛﻨﺪ‪.‬‬

‫‪2‬‬
‫‪ .1-1-2‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‬

‫ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﻳﻜﻲ ﺍﺯ ﻣﺒﺎﺣﺚ ﻣﻬﻢ ﻭ ﺍﺻﻠﻲ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺩﻭﻟﺘﻲ ﻧﻮﻳﻦ ﺑﻪﺷﻤﺎﺭ‬
‫ﻣﻲﺁﻳﺪ ﻛﻪ ﺩﺭ ﺣﻮﺯﻩ ﺩﻭﻟﺖ ﺍﻟﻜﺘﺮﻭﻧﻴﻚ ﻗﺮﺍﺭ ﻣﻲﮔﻴﺮﺩ ﻭ ﺍﺯ ﺍﻫﻤﻴﺖ ﺑﺴﻴﺎﺭﻱ ﺑﺮﺧﻮﺭﺩﺍﺭ ﺍﺳﺖ‬
‫)ﺭﺩﻳﻚ‪ 2009 ،‬ﻭ ﺍﺳﭽﻠﻮﻧﮓ‪ .(2005 ،‬ﺍﺭﺗﺒﺎﻁ ﺩﻭﻟﺖ ﺑﺎ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻧﻴﺰ ﻳﻜﻲ ﺍﺯ ﻣﻬﻤﺘﺮﻳﻦ‬
‫ﺍﺭﺗﺒﺎﻃﺎﺕ ﺳﻪ ﮔﺎﻧﻪ ﺩﺭ ﺣﻮﺯﻩ ﺩﻭﻟﺘﻲ ﻣﻄﺮﺡ ﺷﺪﻩ ﺍﺳﺖ)ﻛﻴﻨﮓ‪ 2007 ،3‬ﻭ ﺭﺩﻳﻚ‪.(2004 ،‬‬
‫ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺑﺮﮔﺮﻓﺘﻪ ﺍﺯ ﻣﻔﻬﻮﻡ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﻣﻌﻨﺎﻱ‬
‫ﻋﺎﻡ ﺧﻮﺩ ﺩﺭ ﺑﺨﺶ ﺧﺼﻮﺻﻲ ﺍﺳﺖ ﺑﺎ ﺍﻳﻦ ﺗﻔﺎﻭﺕ ﻛﻪ ﺩﺭ ‪ CiRM‬ﺑﺮ ﺳﺮﻭﻳﺲﺩﻫﻲ ﻭ ﺧﺪﻣﺎﺕ‬
‫ﺗﺄﻛﻴﺪ ﻣﻲﺷﻮﺩ ﻭ ﺩﺭ ‪ CRM‬ﺑﺮ ﻓﺮﻭﺵ ﻭ ﺳﻮﺩﺁﻭﺭﻱ )ﺍﺳﭽﻠﻮﻧﮓ‪ 2007 ،‬ﻭ ﺳﻴﻠﻮﺍ‪(2007 ،4‬؛‬
‫ﺑﻪ ﻋﺒﺎﺭﺗﻲ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺑﺨﺶ ﺩﻭﻟﺘﻲ‪ ،‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﻧﺎﻣﻴﺪﻩ‬
‫ﻣﻲﺷﻮﺩ)ﺭﺩﻳﻚ‪ 2009 ،‬ﻭ ﺍﺳﭽﻠﻮﻧﮓ‪ .(2005 ،‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺑﻪ ﻣﺪﻳﺮﻳﺖ ﺗﻤﺎﻡ‬
‫ﻓﻌﺎﻟﻴﺘﻬﺎ ﻭ ﻓﺮﺍﻳﻨﺪﻫﺎﻱ ﻣﺮﺗﺒﻂ ﺑﺎ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻣﻲﭘﺮﺩﺍﺯﺩ ﺑﻪ ﮔﻮﻧﻪﺍﻱ ﻛﻪ ﺑﺨﺶ ﺩﻭﻟﺘﻲ ﺑﺘﻮﺍﻧﺪ ﺑﻪ‬
‫ﺑﻬﺘﺮﻳﻦ ﻭ ﻣﻨﺎﺳﺒﺘﺮﻳﻦ ﺻﻮﺭﺕ ﻣﻤﻜﻦ‪ ،‬ﻧﻴﺎﺯ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺭﺍ ﭘﺎﺳﺨﮕﻮ ﺑﺎﺷﺪ‪.‬‬
‫ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺗﻤﺮﻛﺰ ﺍﺻﻠﻲ ﺑﺮ ﺷﻬﺮﻭﻧﺪ ﻣﺤﻮﺭﻱ ﺍﺳﺖ ﻭ ﺑﻬﺒﻮﺩﺧﺪﻣﺎﺕﺭﺳﺎﻧﻲ‬
‫ﻭ ﭘﺎﺳﺨﮕﻮﻳﻲ ﺑﻪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺮ ﻣﺒﻨﺎﻱ ﻧﻴﺎﺯﻫﺎﻱ ﺁﻧﺎﻥ‪ ،‬ﻫﺪﻑ ﺍﺻﻠﻲ ﺑﻪ ﺷﻤﺎﺭ ﻣﻲﺭﻭﺩ‪ .‬ﺑﻪﺻﻮﺭﺕ‬
‫ﻛﻠﻰ ﻣﻲﺗﻮﺍﻥ ﺍﻫﺪﺍﻑ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺭﺍ ﺑﻪﺻﻮﺭﺕ ﺷﻬﺮﻭﻧﺪﻣﺤﻮﺭﻱ‪ ،‬ﺑﻬﺒﻮﺩ ﺍﺭﺗﺒﺎﻃﺎﺕ‬

‫‪1. Kincaid‬‬
‫‪2. Citizen Relationship manayement‬‬
‫‪3. King‬‬
‫‪4. Silva‬‬
 ‫ﺩﻭﻟﺖ ﻭ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻭ ﺍﻓﺰﺍﻳﺶ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﺁﻧﺎﻥ ﺗﻌﺮﻳﻒ ﻛﺮﺩ‪.‬‬
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‫ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺑﺮ ﺍﻳﻦ ﺍﺻﻞ ﻣﺒﺘﻨﻲ ﺍﺳﺖ ﻛﻪ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻭ ﺳﺮﻭﻳﺴﻬﺎﻱ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﮔﻮﻧﺎﮔﻮﻥ ﺻﺮﻓﺎً ﺑﻪ ﻣﻌﻨﺎﻱ ﺩﺳﺘﻴﺎﺑﻲ ﺑﻪ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻧﻴﺴﺖ؛ ﺑﻠﻜﻪ ﻧﻜﺘﻪ ﻣﻬﻢ ﻭ‬
‫ﺍﺻﻠﻲ‪ ،‬ﺗﺸﺨﻴﺺ ﻧﻴﺎﺯﻫﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻭ ﭘﺎﺳﺨﮕﻮﻳﻲ ﺑﻪ ﺁﻧﻬﺎ ﺑﺮ ﻣﺒﻨﺎﻱ ‪ CRM‬ﺍﺳﺖ‪ .‬ﺩﺭ ﻭﺍﻗﻊ‬
‫ﺩﺭﻙ ﺩﺭﺳﺖ ﻧﻴﺎﺯﻫﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﺷﻬﺮﻭﻧﺪ ﻭ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻣﺘﻨﺎﺳﺐ ﺑﺎ ﺍﻳﻦ ﺧﻮﺍﺳﺘﻪﻫﺎ‪،‬‬
‫ﻣﻮﺿﻮﻋﻲ ﺍﺳﺖ ﻛﻪ ﺑﺎﻳﺪ ﺩﺭ ﺍﺑﺘﺪﺍ ﻣﻮﺭﺩ ﺗﻮﺟﻪ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﺩﺭ ﺍﻳﻦ ﺭﺍﺳﺘﺎ ﺍﻳﺠﺎﺩ ﻛﺎﻧﺎﻟﻬﺎﻳﻲ ﺑﺮﺍﻱ‬
‫ﺍﺭﺗﺒﺎﻁ ﻭ ﺗﻌﺎﻣﻠﻲ ﺩﻭ ﻃﺮﻓﻪ ﺑﻴﻦ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻭ ﺩﻭﻟﺖ ﻭ ﮔﺮﻓﺘﻦ ﺑﺎﺯﺧﻮﺭﺩ‪ 1‬ﺍﺯ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺿﺮﻭﺭﻱ‬
‫ﺍﺳﺖ )ﺳﺎﺳﺎﻛﻲ ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪ 2007 ،‬ﻭ ﺍﺳﭽﻠﻮﻧﮓ ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪.(2007 ،‬‬
‫ﻛﻴﻨﮓ)‪ (2007‬ﻧﻴﺰ ﻳﻜﻲ ﺍﺯ ﻧﻜﺎﺕ ﻗﺎﺑﻞ ﺗﻮﺟﻪ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺭﺍ ﺍﻳﺠﺎﺩ‬
‫ﻛﺎﻧﺎﻟﻬﺎﻱ ﺍﺭﺗﺒﺎﻃﻲ ﺑﺎ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺳﻄﺢ ﻭﺳﻴﻊ ﺩﺍﻧﺴﺘﻪ ﺍﺳﺖ‪ .‬ﻭﻱ ﻣﻌﺘﻘﺪ ﺍﺳﺖ ﻛﻪ ﺑﺮﻗﺮﺍﺭﻱ‬
‫ﺍﺭﺗﺒﺎﻁ ﺑﻴﻦ ﺷﻬﺮﻭﻧﺪ ﻭ ﺍﺭﺍﺋﻪ ﻛﻨﻨﺪﻩ ﺧﺪﻣﺎﺕ ﺑﺎﻳﺪ ﺑﻤﺮﺍﺗﺐ ﺑﻴﺸﺘﺮ ﻭ ﺑﻪﮔﻮﻧﻪﺍﻱ ﻓﺮﺍﺗﺮ ﺍﺯ ﻓﺮﺍﻳﻨﺪ‬
‫ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺑﺨﺶ ﺧﺼﻮﺻﻲ ﺑﺎﺷﺪ‪ .‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺩﺭ ‪ ،CRM‬ﺑﻴﺸﺘﺮ ﺩﺭ ﺩﺳﺖ‬
‫ﺳﺎﺯﻣﺎﻥ ﺍﺭﺋﻪ ﻛﻨﻨﺪﻩ ﺧﺪﻣﺎﺕ ﺍﺳﺖ‪ .‬ﺍﻣﺎ ﺩﺭ ‪ ،CiRM‬ﻻﺯﻡ ﺍﺳﺖ ﻛﻪ ﺍﻳﻦ ﺍﺭﺗﺒﺎﻁ ﺑﻪ ﮔﻮﻧﻪﺍﻱ ﻓﺮﺍﺗﺮ‬
‫ﺑﺮﻭﺩ ﻭ ﺩﻭﻃﺮﻓﻪ ﺑﺎﺷﺪ‪ .‬ﺍﺯ ﺟﻤﻠﻪ ﻛﺎﻧﺎﻟﻬﺎﻱ ﺍﺭﺗﺒﺎﻃﻲ ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﻣﺮﺍﻛﺰ ﺗﻠﻔﻨﻲ‪ ،‬ﺍﺭﺗﺒﺎﻁ ﻣﺴﺘﻘﻴﻢ‬
‫ﻭ ﺭﻭ ﺩﺭ ﺭﻭ‪ ،‬ﺍﻳﻨﺘﺮﻧﺖ‪ ،‬ﻭﺏ ﻭ‪ ...‬ﺍﺷﺎﺭﻩ ﻛﺮﺩ)ﻛﻴﻨﮓ‪ .(2007 ،‬ﺍﺳﭽﻠﻮﻧﮓ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪ (2007‬ﻧﻴﺰ‬
‫ﺭﺍﻳﺠﺘﺮﻳﻦ ﻭ ﻣﻨﺎﺳﺒﺘﺮﻳﻦ ﺭﺍﻩﻫﺎﻱ ﺍﺭﺗﺒﺎﻃﻲ ﺩﻭﻟﺖ ﺭﺍ ﺑﺎ ﺷﻬﺮﻭﻧﺪﺍﻥ‪ ،‬ﻣﺮﺍﻛﺰ ﺗﻠﻔﻨﻲ ﻭ ﺍﺭﺗﺒﺎﻃﺎﺕ‬
‫ﻣﺒﺘﻨﻲ ﺑﺮ ﻭﺏ ﺩﺍﻧﺴﺘﻪﺍﻧﺪ‪.‬‬
‫ﺩﺭ ﻣﺠﻤﻮﻉ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ‪ ICT‬ﻳﻜﻲ ﺍﺯ ﻋﻮﺍﻣﻞ ﻣﻬﻢ ﻭ ﺗﺄﺛﻴﺮﮔﺬﺍﺭ ﺩﺭ ﺑﻬﺒﻮﺩ ﺍﺭﺗﺒﺎﻃﺎﺕ ﺩﻭﻟﺖ ﺑﺎ‬
‫ﺷﻬﺮﻭﻧﺪﺍﻥ ﺗﻮﺻﻴﻪ ﻭ ﺟﻤﻊﺁﻭﺭﻱ ﻭ ﺗﺤﻠﻴﻞ ﺩﺍﺩﻩﻫﺎ ﺑﻪﻋﻨﻮﺍﻥ ﻳﻜﻲ ﺍﺯ ﻣﻬﻤﺘﺮﻳﻦ ﺍﺑﺰﺍﺭﻫﺎ ﺩﺭ ﺯﻣﻴﻨﺔ‬
‫ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻣﻌﺮﻓﻲ ﺷﺪﻩ ﺍﺳﺖ )ﻛﻴﻨﮓ‪ 2007 ،‬ﻭ ﺳﺎﺳﺎﻛﻲ‪.(2007 ،‬‬
‫ﻻﺯﻡ ﺑﻪ ﺫﻛﺮ ﺍﺳﺖ ﻛﻪ ﺑﺎ ﻭﺟﻮﺩ ﺍﻫﻤﻴﺖ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‪ ،‬ﭘﮋﻭﻫﺶ ﻗﺎﺑﻞ ﺗﻮﺟﻬﻲ‬
‫ﺩﺭ ﺯﻣﻴﻨﻪ ﻛﺎﺭﺑﺮﺩ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﺩﻭﻟﺘﻲ ﺍﻧﺠﺎﻡ ﻧﺸﺪﻩ ﻭ ﻣﺪﻳﺮﻳﺖ‬
‫ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ‪ ،‬ﺑﻴﺸﺘﺮ ﺩﺭ ﺣﻮﺯﻩ ﻣﻌﻤﻮﻝ ﺧﻮﺩ ﺩﺭ ﺑﺨﺶ ﺧﺼﻮﺻﻲ ﻣﻮﺭﺩ ﺗﻮﺟﻪ ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ‬
‫ﺍﺳﺖ)ﭘﻦ ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪ 2006 ،‬ﻭ ﺭﺩﻳﻚ‪ .(2009 ،‬ﺑﺮﺍﺳﺎﺱ ﻧﻈﺮ ﭘﻦ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪ ،(2006‬ﺍﻳﻦ‬

‫‪1. Feedback‬‬
‫ﻣﻮﺿﻮﻉ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪ ﺩﻟﻴﻞ ﻧﺒﻮﺩ ﺍﻧﮕﻴﺰﻩﻫﺎﻱ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﻭ ﻣﺎﻟﻲ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‬
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‫ﺑﺎﺷﺪ‪ .‬ﺑﻴﺸﺘﺮ ﻣﻘﺎﻻﺕ ﻣﻨﺘﺸﺮ ﺷﺪﻩ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ ﻧﻴﺰ ﺟﻨﺒﻪ ﻧﻈﺮﻱ ﺩﺍﺭﺩ ﻭ ﺗﻌﺪﺍﺩ ﻛﻤﻲ ﺍﺯ ﺁﻧﻬﺎ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﺑﻪﺻﻮﺭﺕ ﻛﺎﺭﺑﺮﺩﻱ‪ ،‬ﻣﻔﻬﻮﻡ ‪ CiRM‬ﺭﺍ ﻣﻮﺭﺩ ﺑﺮﺭﺳﻲ ﻗﺮﺍﺭ ﺩﺍﺩﻩ ﺍﺳﺖ )ﭘﻦ ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪2006 ،‬‬
‫ﻭ ﺭﺩﻳﻚ‪.(2009 ،‬‬

‫‪ .2-1-2‬ﻧﻈﺮﻳﻪ ‪RFM‬‬
‫‪1‬‬
‫ﻳﻜﻲ ﺍﺯ ﻣﻔﺎﻫﻴﻤﻲ ﻛﻪ ﺩﺭ ﺣﻮﺯﻩ ﺗﻮﺳﻌﻪ ﻣﺸﺘﺮﻱ ﻣﻄﺮﺡ ﻣﻲﺷﻮﺩ‪ ،‬ﺍﺭﺯﺵ ﺩﻭﺭﻩ ﻋﻤﺮ ﻣﺸﺘﺮﻱ‬
‫ﺍﺳﺖ ﻛﻪ ﻣﻌﻤﻮﻻً ﺑﺮﺍﻱ ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻳﺎﻥ ﺳﻮﺩﺁﻭﺭ ﻭ ﺑﻬﺒﻮﺩ ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎﻱ ﻣﺮﺗﺒﻂ ﺑﺮﺍﻱ ﺍﻧﺘﺨﺎﺏ‬
‫ﻣﺸﺘﺮﻱ ﻫﺪﻑ ﺻﻮﺭﺕ ﻣﻲﮔﻴﺮﺩ‪.‬‬
‫ﺗﺤﻠﻴﻞ ‪ RFM‬ﻳﻜﻲ ﺍﺯ ﻣﻬﻤﺘﺮﻳﻦ ﺭﻭﺷﻬﺎﻱ ﻣﺤﺎﺳﺒﻪ ‪ CLV‬ﺑﻪ ﺷﻤﺎﺭ ﻣﻲﺭﻭﺩ )ﻟﻲﻳﻮﺁ‪ 2‬ﻭ‬
‫ﻫﻤﻜﺎﺭﺍﻥ‪ .(2005 ،‬ﺍﻳﻦ ﺭﻭﺵ ﺗﻮﺳﻂ ﻫﻴﻮﻗﺲ‪ (1994) 3‬ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﻭ ﺍﻟﮕﻮﻳﻲ ﻣﻨﺎﺳﺐ ﺑﺮﺍﻱ‬
‫ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻳﺎﻥ ﻣﻬﻢ ﺍﺯ ﺣﺠﻢ ﻋﻈﻴﻢ ﺩﺍﺩﻩﻫﺎ ﻣﻌﺮﻓﻲ ﺷﺪﻩ ﺍﺳﺖ)ﭼﻨﮓ‪.(2009 ،‬‬
‫ﺗﺤﻠﻴﻞ ‪ RFM‬ﺑﺮﺍﺳﺎﺱ ﺳﻪ ﻣﺘﻐﻴﺮ ﺻﻮﺭﺕ ﻣﻲﮔﻴﺮﺩ ﻛﻪ ﺑﻪﺻﻮﺭﺕ ﺯﻳﺮ ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮﺩ‪:‬‬
‫ﻓﺮﺍﻭﺍﻧﻰ‪ :4‬ﺗﻌﺪﺍﺩ ﺑﺎﺭﻫﺎﻱ ﺳﻔﺎﺭﺵ ﻭ ﻳﺎ ﺧﺮﻳﺪ ﻣﺸﺘﺮﻱ ﺩﺭ ﻳﻚ ﺩﻭﺭﻩ ﺯﻣﺎﻧﻲ ﻣﺸﺨﺺ؛ ﻫﺮ ﭼﻪ‬
‫ﻣﻘﺪﺍﺭ ﺍﻳﻦ ﻣﺘﻐﻴﺮ ﺑﻴﺸﺘﺮ ﺑﺎﺷﺪ‪ ،‬ﻧﺸﺎﻧﺪﻫﻨﺪﻩ ﻭﻓﺎﺩﺍﺭﻱ ﺑﻴﺸﺘﺮ ﻣﺸﺘﺮﻱ ﺍﺳﺖ‪.‬‬
‫ﻓﺎﺻﻠﻪ ﺁﺧﺮﻳﻦ ﺑﺎﺭ ﺳﻔﺎﺭﺵ ﻭ ﻳﺎ ﺧﺮﻳﺪ ﻣﺸﺘﺮﻱ ﺑﻪ ﺷﺮﻛﺖ ﺗﺎ ﻛﻨﻮﻥ‪5‬؛ ﻳﻌﻨﻲ ﺍﻳﻨﻜﻪ ﻣﺸﺘﺮﻱ‬
‫ﺍﺧﻴﺮﺍ ً ﻭ ﺑﻪ ﺗﺎﺯﮔﻲ ﻛﻲ ﺑﺎ ﺷﺮﻛﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺮﻗﺮﺍﺭ ﻛﺮﺩﻩ ﻭ ﭼﻘﺪﺭ ﺍﺯ ﺁﺧﺮﻳﻦ ﺑﺎﺭ ﻣﺮﺍﺟﻌﻪ ﻣﺸﺘﺮﻱ‬
‫ﺑﻪ ﺷﺮﻛﺖ ﮔﺬﺷﺘﻪ ﺍﺳﺖ‪ .‬ﻫﺮ ﭼﻘﺪﺭ ﻣﻘﺪﺍﺭ ﺍﻳﻦ ﻣﺘﻐﻴﺮ ﻛﻤﺘﺮ ﺑﺎﺷﺪ‪ ،‬ﺍﺣﺘﻤﺎﻝ ﻣﺮﺍﺟﻌﻪ ﺩﻭﺑﺎﺭﻩ‬
‫ﻣﺸﺘﺮﻱ ﺑﻪ ﺷﺮﻛﺖ ﺑﻴﺸﺘﺮ ﺍﺳﺖ‪.‬‬
‫ﺣﺠﻢ ﺗﺒﺎﺩﻝ ﻣﺎﻟﻲ‪ :6‬ﻣﻴﺰﺍﻥ ﺗﺒﺎﺩﻝ ﻣﺎﻟﻲ ﻣﺸﺘﺮﻱ ﺑﺎ ﺷﺮﻛﺖ ﺩﺭ ﻃﻮﻝ ﻳﻚ ﺩﻭﺭﻩ ﺯﻣﺎﻧﻲ ﻣﺸﺨﺺ‬
‫ﭼﻘﺪﺭ ﺑﻮﺩﻩ ﺍﺳﺖ؟ ﻫﺮ ﭼﻘﺪﺭ ﻣﻘﺪﺍﺭ ﺍﻳﻦ ﻣﺘﻐﻴﺮ ﺑﻴﺸﺘﺮ ﺑﺎﺷﺪ‪ ،‬ﺷﺮﻛﺖ ﺑﺎﻳﺪ ﺍﻫﻤﻴﺖ ﺑﻴﺸﺘﺮﻱ ﺑﺮﺍﻱ‬

‫‪1. Customer Life Value‬‬

‫‪2. Liua‬‬
‫‪3. Hughes‬‬
‫‪4. Frequency‬‬
‫‪5. Recency‬‬
‫‪6. Monetary‬‬
 ‫ﺍﻳﻦ ﻣﺸﺘﺮﻱ ﻗﺎﺋﻞ ﺷﻮﺩ )ﺑﻮﻛﻴﻨﻜﺴﺎ‪ ،2004 ،1‬ﻟﻲﻳﻮﺁ‪ 2005 ،‬ﻭ ﭼﻨﮓ‪.(2009 ،‬‬
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‫ﺑﻪ ﻧﻈﺮ ﻧﻴﻮﻝ‪ (1997) 2‬ﺍﻳﻦ ﻣﺘﻐﻴﺮﻫﺎ‪ ،‬ﻣﺸﺨﺼﻪﻫﺎﻱ ﻛﺎﺭﺍﻳﻲ ﺑﺮﺍﻱ ﺑﺨﺶﺑﻨﺪﻱ ﻣﺸﺘﺮﻳﺎﻥ ﺑﻪ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺷﻤﺎﺭ ﻣﻲﺭﻭﺩ‪ .‬ﺗﺤﻠﻴﻞ ‪ RFM‬ﺑﻪ ﺷﺮﻛﺘﻬﺎ ﻛﻤﻚ ﻣﻲﻛﻨﺪ ﺗﺎ ﺍﺯ ﺗﻤﺮﻛﺰ ﺑﺮ ﻣﺸﺘﺮﻳﺎﻧﻲ ﺑﭙﺮﻫﻴﺰﻧﺪ‬
‫ﻛﻪ ﺳﻮﺩﺁﻭﺭﻱ ﻛﻤﻲ ﺩﺍﺭﻧﺪ ﻭ ﻣﻨﺎﺑﻊ ﺧﻮﺩ ﺭﺍ ﺑﻪ ﻣﺸﺘﺮﻳﺎﻥ ﺳﻮﺩﺁﻭﺭ ﺗﺨﺼﻴﺺ ﺩﻫﻨﺪ )ﻟﻲﻳﻮﺁ ﻭ‬
‫ﻫﻤﻜﺎﺭﺍﻥ‪.(2005 ،‬‬
‫ﺑﺮﺧﻲ ﺍﺯ ﺍﻓﺮﺍﺩ ﻣﻌﺘﻘﺪﻧﺪ ﻛﻪ ﺍﻳﻦ ﺳﻪ ﺷﺎﺧﺺ ﺍﺯ ﺍﻫﻤﻴﺖ ﻳﻜﺴﺎﻧﻲ ﺑﺮﺧﻮﺭﺩﺍﺭﻧﺪ )ﻫﻴﻮﻗﺲ‪،‬‬
‫‪ .(2004‬ﺩﺭ ﺻﻮﺭﺗﻲ ﻛﻪ ﺑﻪ ﻧﻈﺮ ﺑﺮﺧﻲ ﺍﺯ ﭘﮋﻭﻫﺸﮕﺮﺍﻥ ﺑﺎﻳﺪ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮﺭﺩ ﻣﻄﺎﻟﻌﻪ ﺑﺮﺍﻱ ﺍﻳﻦ‬
‫ﺳﻪ ﺷﺎﺧﺺ ﻭﺯﻧﻬﺎﻱ ﻣﺘﻔﺎﻭﺗﻲ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺖ؛ ﺑﻪ ﻋﺒﺎﺭﺗﻲ ﺍﻫﻤﻴﺖ ﻭ ﻭﺯﻥ ﺍﻳﻦ ﺷﺎﺧﺼﻬﺎ ﺑﺮﺍﻱ‬
‫ﺷﺮﻛﺘﻬﺎ ﻭ ﺳﺎﺯﻣﺎﻧﻬﺎﻱ ﻣﺨﺘﻠﻒ‪ ،‬ﻣﺘﻔﺎﻭﺕ ﺍﺳﺖ‪ .‬ﻣﻤﻜﻦ ﺍﺳﺖ ﺩﺭ ﻳﻚ ﻣﻮﺭﺩ ﻳﻜﻲ ﺍﺯ ﺍﻳﻦ ﻣﺘﻐﻴﺮﻫﺎ‬
‫ﻭ ﺩﺭ ﺩﻳﮕﺮﻱ‪ ،‬ﻣﺘﻐﻴﺮ ﺩﻳﮕﺮﻱ ﺍﺯ ﺍﻫﻤﻴﺖ ﺑﻴﺸﺘﺮﻱ ﺑﺮﺧﻮﺭﺩﺍﺭ ﺑﺎﺷﺪ )ﻟﻲﻳﻮﺁ ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪2005 ،‬‬
‫ﻭ ﻫﻴﻮﻗﺲ‪(2004 ،‬؛ ﺑﻪﻋﻨﻮﺍﻥ ﻧﻤﻮﻧﻪ ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﻛﺎﺭ ﻟﻲﻳﻮﺁ ﻭ ﻫﻤﻜﺎﺭﺍﻥ )‪ (2005‬ﺍﺷﺎﺭﻩ ﻛﺮﺩ‬
‫ﻛﻪ ﺍﺯ ‪ AHP‬ﺑﺮﺍﻱ ﻭﺯﻥﺩﻫﻲ ﺑﻪ ﺍﻳﻦ ﺷﺎﺧﺼﻬﺎ ﺍﺳﺘﻔﺎﺩﻩ ﻛﺮﺩﻩ‪ ،‬ﻭﺑﻪ ﺍﻳﻦ ﻧﺘﻴﺠﻪ ﺭﺳﻴﺪﻩﺍﻧﺪ ﻛﻪ ﺩﺭ‬
‫ﻧﻈﺮﮔﺮﻓﺘﻦ ﻭﺯﻥ ﺑﺮﺍﻱ ﺍﻳﻦ ﻣﺘﻐﻴﺮﻫﺎ‪ ،‬ﻛﻴﻔﻴﺖ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎﻱ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺭﺍ ﺑﻬﺒﻮﺩ‬
‫ﻣﻲﺩﻫﺪ‪.‬‬
‫ﺩﺭ ﺑﺮﺧﻲ ﺍﺯ ﻣﻘﺎﻻﺕ‪ ،‬ﭘﮋﻭﻫﺸﮕﺮﺍﻥ‪ ،‬ﻣﺘﻐﻴﺮﻫﺎﻱ ﺩﻳﮕﺮﻱ ﺍﺯ ﺟﻤﻠﻪ ﻭﻳﮋﮔﻴﻬﺎﻱ ﺟﻤﻌﻴﺖﺷﻨﺎﺧﺘﻲ‬
‫ﻭ ﺭﻭﺍﻧﺸﻨﺎﺧﺘﻲ ﺭﺍ ﻧﻴﺰ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮﺭﺩ ﻣﻄﺎﻟﻌﻪ ﺧﻮﺩ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻪﺍﻧﺪ؛ ﺍﺯ ﺟﻤﻠﻪ ﺍﻳﻦ ﻣﻮﺍﺭﺩ‬
‫ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﻫﻴﻞﻣﻦ‪ 3‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ )‪ (2003‬ﺍﺷﺎﺭﻩ ﻛﺮﺩ‪.‬‬

‫‪ .2-2‬ﺩﺍﺩﻩﻛﺎﻭﻱ‬

‫»ﻛﺸﻒ ﺩﺍﻧﺶ ﻭ ﺩﺍﺩﻩﻛﺎﻭﻱ‪ «4‬ﺣﻮﺯﻩﺍﻱ ﺟﺪﻳﺪ ﻭ ﻣﻴﺎﻥ ﺭﺷﺘﻪﺍﻱ ﻭ ﺩﺭ ﺣﺎﻝ ﺭﺷﺪ ﺍﺳﺖ ﻛﻪ‬
‫ﺣﻮﺯﻩﻫﺎﻱ ﻣﺨﺘﻠﻔﻲ ﻫﻤﭽﻮﻥ ﭘﺎﻳﮕﺎﻩ ﺩﺍﺩﻩ‪ ،‬ﺁﻣﺎﺭ‪ ،‬ﻳﺎﺩﮔﻴﺮﻱ ﻣﺎﺷﻴﻦ‪ ،5‬ﻣﺼﻮﺭﺳﺎﺯﻱ‪ ،6‬ﻫﻮﺵ‬

‫‪1. Buckinxa‬‬
‫‪2. Newell‬‬
‫‪3. Heilman‬‬
‫‪4. Knowledge Discovery and Data Mining‬‬
‫‪5. Machine Learning‬‬
‫‪6. Visualization‬‬
‫ﻣﺼﻨﻮﻋﻲ‪ ،‬ﺑﺎﺯﺷﻨﺎﺳﻲ ﺍﻟﮕﻮ‪ 1‬ﻭ ﺳﺎﻳﺮ ﺯﻣﻴﻨﻪﻫﺎﻱ ﻣﺮﺗﺒﻂ ﺭﺍ ﺑﺎ ﻫﻢ ﺗﻠﻔﻴﻖ ﻣﻲﻛﻨﺪ ﺗﺎ ﺍﻃﻼﻋﺎﺕ ﻭ‬
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‫ﺩﺍﻧﺶ ﺍﺭﺯﺷﻤﻨﺪ ﻧﻬﻔﺘﻪ ﺩﺭﺣﺠﻢ ﺑﺰﺭﮔﻲ ﺍﺯ ﺩﺍﺩﻩﻫﺎ ﺭﺍ ﺍﺳﺘﺨﺮﺍﺝ ﻧﻤﺎﻳﺪ )ﻓﻴﺎﺩ‪ 2‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ‪،1996 ،‬‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﻫﻦ ﻭ ﻛﻤﺒﺮ‪.(2006 ،3‬‬
‫ﻫﻦ ﻭ ﻛﻤﺒﺮ)‪ ،(2006‬ﺩﺍﺩﻩﻛﺎﻭﻯ ﺭﺍ ﺑﻪﺻﻮﺭﺕ ﺍﺳﺘﺨﺮﺍﺝ ﻳﺎ ﻛﺎﻭﺵ ﺩﺍﻧﺶ ﺍﺯ ﻣﻘﺪﺍﺭ ﻋﻈﻴﻢ‬
‫ﺩﺍﺩﻩﻫﺎ ﺗﻌﺮﻳﻒ ﻛﺮﺩﻩ‪ ،‬ﻭ ﺩﺍﺩﻩﻛﺎﻭﻯ ﺭﺍ ﻣﻬﻤﺘﺮﻳﻦ ﻣﺮﺣﻠﻪ ﺩﺭ ﻓﺮﺍﻳﻨﺪ ﻛﺸﻒ ﺩﺍﻧﺶ ﻣﻌﺮﻓﻲ ﻛﺮﺩﻩﺍﻧﺪ‪.‬‬
‫ﺭﻭﺷﻬﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺑﻪ ﺩﻭ ﺩﺳﺘﻪ ﻛﻠﻰ ﺗﻮﺻﻴﻔﻲ‪ 4‬ﻭ ﭘﻴﺶﺑﻴﻨﺎﻧﻪ‪ 5‬ﺗﻘﺴﻴﻢ ﻣﻲﺷﻮﺩ؛ ﻫﺪﻑ‬
‫ﺭﻭﺷﻬﺎﻱ ﺗﻮﺻﻴﻔﻲ‪ ،‬ﺗﻮﺻﻴﻒ ﻳﻚ ﺭﻭﻳﺪﺍﺩ ﻳﺎ ﻳﻚ ﻭﺍﻗﻌﻴﺖ ﻭ ﺩﺭ ﺭﻭﺷﻬﺎﻱ ﭘﻴﺶﺑﻴﻨﻲ‪ ،‬ﻫﺪﻑ‪،‬‬
‫ﭘﻴﺶﺑﻴﻨﻲ ﻣﺘﻐﻴﺮ ﻧﺎﺷﻨﺎﺧﺘﻪﺍﻱ ﺍﺯ ﺩﺍﺩﻩﻫﺎﻱ ﺁﻳﻨﺪﻩ ﺍﺳﺖ )ﺗﻦ‪ 2006 ،6‬ﻭ ﺩﻭﻧﻬﺎﻡ‪.(2002 ،7‬‬

‫‪ .1-2-2‬ﺧﻮﺷﻪﺑﻨﺪﻱ‬

‫ﺧﻮﺷﻪﺑﻨﺪﻱ‪ ،‬ﻳﻚ ﺟﻤﻌﻴﺖ ﻧﺎﻣﻨﻈﻢ ﺭﺍ ﺑﻪ ﻣﺠﻤﻮﻋﻪﺍﻱ ﺍﺯ ﺯﻳﺮﮔﺮﻭﻩﻫﺎﻱ ﻣﻨﻈﻢ ﺗﻘﺴﻴﻢﺑﻨﺪﻱ‬

‫ﻣﻲﻛﻨﺪ‪ .‬ﺑﺮ ﺧﻼﻑ ﺩﺳﺘﻪﺑﻨﺪﻱ ﻭ ﭘﻴﺶﺑﻴﻨﻲ‪ ،8‬ﻛﻪ ﺍﺷﻴﺎﻱ ﺩﺍﺩﻩﻫﺎ ﺭﺍ ﺑﺮ ﺍﺳﺎﺱ ﻛﻼﺳﻬﺎ ﺗﺤﻠﻴﻞ‬
‫ﻣﻲﻛﻨﺪ‪ ،‬ﺧﻮﺷﻪﺑﻨﺪﻱ ﺍﺷﻴﺎﻱ ﺩﺍﺩﻩﻫﺎ ﺭﺍ ﺑﺪﻭﻥ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻦ ﺑﺮﭼﺴﺒﻬﺎﻱ ﻛﻼﺱ ﺗﺤﻠﻴﻞ ﻭ‬
‫ﺁﻧﺎﻟﻴﺰ ﻣﻲﻧﻤﺎﻳﺪ‪ .‬ﻋﻤﺪﺗﺎً ﺑﺮ ﭼﺴﺐ ﻛﻼﺳﻬﺎ ﺩﺭ ﺩﺍﺩﻩﻫﺎﻱ ﺁﻣﻮﺯﺷﻲ ﺑﻪ ﺁﺳﺎﻧﻲ ﻣﺸﺨﺺ ﻧﻴﺴﺖ؛ ﺯﻳﺮﺍ‬
‫ﺍﻳﻦ ﻛﻼﺳﻬﺎ ﺷﻨﺎﺧﺘﻪ ﺷﺪﻩ ﻧﻴﺴﺖ‪ .‬ﺧﻮﺷﻪﺑﻨﺪﻱ ﮔﺎﻫﻲ ﺑﺮﺍﻱ ﺗﻌﻴﻴﻦ ﻭ ﺗﻮﻟﻴﺪ ﭼﻨﻴﻦ ﺑﺮﭼﺴﺒﻬﺎﻳﻲ‬
‫ﺑﻪ ﻛﺎﺭ ﻣﻲﺭﻭﺩ؛ ﺑﻪ ﻋﺒﺎﺭﺕ ﺩﻳﮕﺮ ﻣﻲﺗﻮﺍﻥ ﺧﻮﺷﻪﺑﻨﺪﻱ ﺭﺍ ﺑﻪﺻﻮﺭﺕ ﺩﺳﺘﻪﺑﻨﺪﻱ ﺗﻌﺮﻳﻒ ﻛﺮﺩ ﺑﺎ‬
‫ﺍﻳﻦ ﺗﻔﺎﻭﺕ ﻛﻪ ﺩﺳﺘﻪﻫﺎ ﻭ ﺑﺮﭼﺴﺐ ﺁﻧﻬﺎ ﺍﺯ ﭘﻴﺶ ﺗﻌﺮﻳﻒ ﺷﺪﻩ ﻧﻴﺴﺖ ﻭ ﻋﻤﻞ ﺩﺳﺘﻪﺑﻨﺪﻱ‪ ،‬ﺑﺪﻭﻥ‬
‫ﻧﻈﺎﺭﺕ ﺍﻧﺠﺎﻡ ﻣﻲﮔﻴﺮﺩ‪.‬‬
‫ﺍﺷﻴﺎﻱ ﺧﻮﺷﻪﺑﻨﺪﻱ ﺷﺪﻩ ﺑﺮﺍﺳﺎﺱ ﺍﺻﻞ ﺑﻴﺸﺘﺮﻳﻦ ﺷﺒﺎﻫﺖ ﺑﻴﻦ ﺍﻋﻀﺎﻱ ﻫﺮ ﺧﻮﺷﻪ ﻭ‬
‫ﻛﻤﺘﺮﻳﻦ ﺷﺒﺎﻫﺖ ﺑﻴﻦ ﺧﻮﺷﻪﻫﺎﻱ ﻣﺨﺘﻠﻒ ﮔﺮﻭﻩﺑﻨﺪﻱ ﻣﻲﺷﻮﺩ‪ .‬ﻳﻌﻨﻲ ﺧﻮﺷﻪﻫﺎ ﺑﻪ ﮔﻮﻧﻪﺍﻱ‬

‫‪1. Pattern recognition‬‬

‫‪2. Fayyad‬‬
‫‪3. Han and Kamber‬‬
‫‪4. Descriptive‬‬
‫‪5. Predictive‬‬
‫‪6. Tan‬‬
‫‪7. Dunham‬‬
‫‪8 . Classification and prediction‬‬
 ‫ﺗﻨﻈﻴﻢ ﻣﻲﺷﻮﺩ ﻛﻪ ﺍﺷﻴﺎﻱ ﺩﺍﺧﻞ ﻫﺮ ﺧﻮﺷﻪ ﺑﻴﺸﺘﺮﻳﻦ ﺷﺒﺎﻫﺖ ﺭﺍ ﺑﺎ ﻳﻜﺪﻳﮕﺮ ﺩﺍﺷﺘﻪ ﺑﺎﺷﺪ‪.‬‬
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‫ﻣﻌﻴﺎﺭ ﺷﺒﺎﻫﺖ‪ ،‬ﻭﻗﺘﻲ ﻫﻤﻪ ﻭﻳﮋﮔﻴﻬﺎ ﭘﻴﻮﺳﺘﻪ ﺍﺳﺖ‪ ،‬ﻣﻌﻤﻮﻻً ﺑﺎ ﻓﺎﺻﻠﻪ ﺍﻗﻠﻴﺪﺳﻲ ﺑﻴﺎﻥ ﻣﻲﺷﻮﺩ ﻭ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺩﺭ ﻏﻴﺮ ﺍﻳﻦ ﺻﻮﺭﺕ ﻳﻚ ﻣﻌﻴﺎﺭ ﻣﻨﺎﺳﺐ ﺑﺮﺍﻱ ﺁﻥ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﻣﻲﺷﻮﺩ‪.‬‬
‫ﺁﻧﺎﻟﻴﺰ ﺧﻮﺷﻪﺍﻱ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﮔﺴﺘﺮﺩﻩﺍﻱ ﺩﺍﺭﺩ ﻛﻪ ﻋﺒﺎﺭﺕ ﺍﺳﺖ ﺍﺯ‪ :‬ﺷﻨﺎﺳﺎﻳﻲ ﻣﺘﻦ‪ ،‬ﺗﺤﻠﻴﻞ‬
‫ﺩﺍﺩﻩ ﭘﺮﺩﺍﺯﺷﻬﺎﻱ ﺗﺼﻮﻳﺮ ﻭ ﺗﺤﻘﻴﻘﺎﺕ ﺑﺎﺯﺍﺭ ﻭ ‪) ...‬ﻫﻦ ﻭ ﻛﻤﺒﺮ‪ 2006 ،‬ﻭ ﺭﻭﻣﺮﻭ‪.(2007 ،1‬‬

‫‪ .3-2‬ﻛﺎﺭﺑﺮﺩ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ‪ CRM‬ﻭ ‪CiRM‬‬

‫ﻳﻜﻲ ﺍﺯ ﻛﺎﺭﺑﺮﺩﻳﺘﺮﻳﻦ ﺣﻮﺯﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺍﺳﺖ‪ .‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ‬
‫ﻫﻤﻪ ﺣﻮﺯﻩﻫﺎﻯ ‪ CRM‬ﻭﺍﺭﺩ ﺷﺪﻩ ﺍﺳﺖ ﻭ ﻫﺮ ﻳﻚ ﺍﺯ ﺣﻮﺯﻩﻫﺎﻯ ‪ ،CRM‬ﻣﻲﺗﻮﺍﻧﺪ ﺑﺎ ﺍﻟﮕﻮﻫﺎﻱ‬
‫ﻣﺨﺘﻠﻒ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻣﻮﺭﺩ ﺗﺤﻠﻴﻞ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪.‬‬
‫‪ ‬ﺩﺭ ﺣﻮﺯﺓ ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻱ ﺩﺭ ﻣﻘﻮﻟﻪ ﺑﺨﺶﺑﻨﺪﻱ ﻣﺸﺘﺮﻱ ﻭ ﻫﻢﭼﻨﻴﻦ ﺗﺤﻠﻴﻞ ﻣﺸﺘﺮﻱ‬
‫ﻫﺪﻑ‪ ،‬ﻋﻤﺪﺗﺎً ﺑﺎ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺳﺘﻪﺑﻨﺪﻱ ﻭ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ ﮔﺎﻫﻲ ﺭﮔﺮﺳﻴﻮﻥ ﻭﺍﺭﺩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫‪ ‬ﺩﺭ ﺣﻮﺯﺓ ﺟﺬﺏ ﻣﺸﺘﺮﻱ ﻋﻤﺪﺗﺎً ﺑﺎ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺳﺘﻪﺑﻨﺪﻱ ﻭ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ ﺭﮔﺮﺳﻴﻮﻥ ﻭﺍﺭﺩ‬
‫ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫‪ ‬ﺩﺭ ﺣﻮﺯﺓ ﻧﮕﻬﺪﺍﺭﻱ ﻣﺸﺘﺮﻱ ﺩﺭ ﻣﺒﺎﺣﺚ ﻣﺮﺗﺒﻂ ﺑﺎ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﻓﺮﺩﻱ ﻭ ﺑﺮﻧﺎﻣﻪﻫﺎﻱ ﺍﻳﺠﺎﺩ‬
‫ﻭﻓﺎﺩﺍﺭﻱ ﺗﻘﺮﻳﺒﺎً ﺑﺎ ﺑﻴﺸﺘﺮ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭﺍﺭﺩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫‪ ‬ﺩﺭ ﺣﻮﺯﺓ ﺗﻮﺳﻌﻪ ﻣﺸﺘﺮﻱ ﺩﺭ ﻣﺒﺎﺣﺚ ﻣﺮﺗﺒﻂ ﺑﺎ ﺍﺭﺯﺵ ﺩﻭﺭﻩ ﻋﻤﺮ ﻣﺸﺘﺮﻱ ﺑﺎ ﺷﻴﻮﻩﻫﺎﻱ‬
‫ﺧﻮﺷﻪﺑﻨﺪﻱ‪ ،‬ﺩﺳﺘﻪﺑﻨﺪﻱ‪ ،‬ﺭﮔﺮﺳﻴﻮﻥ ﻭ ﺭﻭﺷﻬﺎﻱ ﺩﻳﮕﺮ ﭘﻴﺶﺑﻴﻨﻲ ﻭ ﺩﺭ ﺗﺤﻠﻴﻞ ﺳﺒﺪ ﺧﺮﻳﺪ‬
‫ﻭ ﻓﺮﻭﺵ ﻛﻨﺎﺭﻱ‪ /‬ﺑﺎﻻﺳﺮﻱ ﺑﺎ ﻗﻮﺍﻧﻴﻦ ﺑﺎﻫﻢﺁﻳﻲ ﻭ ﻛﺸﻒ ﺗﻮﺍﻟﻲ ﻭﺍﺭﺩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫ﺑﻪﻃﻮﺭﻛﻠﻰ ﻣﻲﺗﻮﺍﻥ ﻛﺎﺭﺑﺮﺩ ﺍﺑﺰﺍﺭﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺑﻮﻳﮋﻩ ﺭﻭﺷﻬﺎﻱ ﺩﺳﺘﻪﺑﻨﺪﻱ ﻭ ﻗﻮﺍﻧﻴﻦ‬
‫ﺑﺎﻫﻢﺁﻳﻲ ﺭﺍ ﺩﺭ ﻣﻮﺿﻮﻋﺎﺕ ﻣﺮﺗﺒﻂ ﺑﺎ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺑﺴﻴﺎﺭ ﻛﺎﺭﺁﻣﺪ ﺩﺍﻧﺴﺖ‪.‬‬
‫ﻣﻴﺰﺍﻥ ﻣﻘﺎﻻﺕ ﻣﻨﺘﺸﺮ ﺷﺪﻩ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﻭ ﺟﺬﺍﺑﻴﺖ ﺍﻳﻦ ﻣﻮﺿﻮﻉ ﻧﺸﺎﻥ ﻣﻲﺩﻫﺪ ﻛﻪ ﻣﻴﺰﺍﻥ‬
‫ﭘﮋﻭﻫﺸﻬﺎﻱ ﺍﻧﺠﺎﻡ ﺷﺪﻩ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﺩﺭ ﺣﺎﻝ ﺍﻓﺰﺍﻳﺶ ﺍﺳﺖ ﻭ ﭘﮋﻭﻫﺸﮕﺮﺍﻥ ﺯﻳﺎﺩﻱ ﺭﺍ ﺑﻪ ﺧﻮﺩ‬
‫ﺟﻠﺐ ﺧﻮﺍﻫﺪ ﻛﺮﺩ )ﺍﻥﮔﻲ‪.(2009 ،‬‬
‫ﻫﻤﺎﻥﻃﻮﺭ ﻛﻪ ﺫﻛﺮ ﺷﺪ‪ ،‬ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‪ ،‬ﻣﺴﺘﻠﺰﻡ ﺷﻨﺎﺧﺖ ﻧﻴﺎﺯﻫﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ‬

‫‪1. Romero‬‬
‫ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﺳﺖ‪ .‬ﺩﺭ ﺍﻳﻦ ﺭﺍﺳﺘﺎ‪ ،‬ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺷﻴﻮﻩﻫﺎ ﻭ ﺍﺑﺰﺍﺭﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻣﻲﺗﻮﺍﻧﺪ ﺑﺴﻴﺎﺭ‬
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‫ﺳﻮﺩﻣﻨﺪ ﻭﺍﻗﻊ ﺷﻮﺩ‪ .‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺑﻪ ﺳﺎﺯﻣﺎﻧﻬﺎﻱ ﻣﺮﺑﻮﻁ ﺍﺯ ﺟﻤﻠﻪ ﭘﻠﻴﺲ ﻛﻤﻚ ﻣﻲﻛﻨﺪ ﺗﺎ ﺷﻨﺎﺧﺖ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﺩﺭﺳﺘﻲ ﻧﺴﺒﺖ ﺑﻪ ﻣﺸﺘﺮﻳﺎﻥ ﺧﻮﺩ ﻛﺴﺐ ﻛﻨﻨﺪ ﻭ ﺍﺯ ﺍﻳﻦ ﺷﻨﺎﺧﺖ ﺩﺭ ﺭﺍﺳﺘﺎﻱ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﺑﻬﺘﺮ‬
‫ﺑﻪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﻬﺮﻩﻣﻨﺪ ﺷﻮﻧﺪ‪ .‬ﺩﺭ ﻭﺍﻗﻊ ﺗﻘﺴﻴﻢﺑﻨﺪﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻴﺎﺯﻫﺎﻱ ﺁﻧﻬﺎ ﻛﻤﻚ‬
‫ﺧﻮﺍﻫﺪ ﻛﺮﺩ ﺗﺎ ﻛﺎﺭﺍﺗﺮﻳﻦ ﻭ ﻣﺆﺛﺮﺗﺮﻳﻦ ﺧﺪﻣﺎﺕ ﺑﻪ ﻫﺮ ﮔﺮﻭﻩ ﺩﺍﺩﻩ ﺷﻮﺩ‪.‬‬
‫ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺗﺤﻘﻴﻘﺎﺕ ﺍﻧﺠﺎﻡ ﺷﺪﻩ‪ ،‬ﻣﻮﺭﺩﻱ ﺍﺯ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺯﻣﻴﻨﺔ ﻣﺪﻳﺮﻳﺖ‬
‫ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﻭ ﺑﻪ ﻋﺒﺎﺭﺗﻲ ‪ CiRM‬ﻣﺸﺎﻫﺪﻩ ﻧﺸﺪﻩ ﻭ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺣﻮﺯﻩ ‪ CRM‬ﺩﺭ ﻣﻮﺍﺭﺩﻱ ﺑﻮﺩﻩ ﻛﻪ ﺑﺤﺚ ﺳﻮﺩﺁﻭﺭﻱ ﻭ ﻣﺎﻟﻲ ﻣﻄﺮﺡ ﺑﻮﺩﻩ ﺍﺳﺖ‪.‬‬
‫ﺗﻨﻬﺎ ﺗﺤﻘﻴﻖ ﻣﻮﺟﻮﺩﻱ ﻛﻪ ﺑﻪ ﻛﺎﺭﺑﺮﺩ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ‪ CiRM‬ﺑﻪﺻﻮﺭﺕ ﻏﻴﺮ ﻣﺴﺘﻘﻴﻢ‬
‫ﺍﺷﺎﺭﻩ ﻛﺮﺩﻩ‪ ،‬ﭘﮋﻭﻫﺸﻲ ﺍﺳﺖ ﻛﻪ ﺗﻮﺳﻂ ﺩﺍﻧﺎ‪ 1‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ )‪ (2002‬ﺍﻧﺠﺎﻡ ﺷﺪﻩ ﻭ ﺑﻪ ﺑﺮﺭﺳﻲ‬
‫ﺗﺄﺛﻴﺮﺍﺕ ﺍﺟﺘﻤﺎﻋﻲ ﻭ ﺭﻋﺎﻳﺖ ﻣﺴﺎﺋﻞ ﺍﺧﻼﻗﻲ ﺩﺭ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺭﻭﺷﻬﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﻣﺪﻳﺮﻳﺖ‬
‫ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﭘﺮﺩﺍﺧﺘﻪ ﺍﺳﺖ‪.‬‬
‫ﺩﺭ ﺍﻳﻦ ﺗﺤﻘﻴﻖ ﺍﺯ ﺗﺤﻠﻴﻞ ‪ RFM‬ﻭ ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻱ ﺍﺳﺘﻔﺎﺩﻩ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ ﺩﺭ‬
‫ﺍﺩﺍﻣﻪ ﺑﻪ ﻣﻮﺍﺭﺩﻱ ﺍﺯ ﻛﺎﺭﺑﺮﺩ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ ﺗﺤﻠﻴﻞ ‪ RFM‬ﺩﺭ ‪ CRM‬ﺍﺷﺎﺭﻩ ﻣﻲﺷﻮﺩ‪.‬‬

‫‪ .1-3-2‬ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ ‪CRM‬‬

‫ﺧﻮﺷﻪﺑﻨﺪﻱ ﺩﺭ ﺗﻤﺎﻡ ﺣﻮﺯﻩﻫﺎﻱ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ ﺍﺳﺖ‬
‫)ﺍﻥﮔﻲ‪ .(2009 ،‬ﺩﺭ ﺟﺪﻭﻝ )‪ ،(1‬ﺑﻪﺻﻮﺭﺕ ﺧﻼﺻﻪ ﺑﻪ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺍﻳﻦ ﺭﻭﺵ ﺩﺭ ﺣﻮﺯﻩﻫﺎﻱ‬
‫ﻣﺨﺘﻠﻒ ‪ CRM‬ﺍﺷﺎﺭﻩ ﻣﻲﮔﺮﺩﺩ‪:‬‬

‫‪1. Danna‬‬
 ‫‪1‬ﺟﺪﻭﻝ)‪ :(1‬ﻣﺮﻭﺭﻱ ﺑﺮ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺧﻮﺷﻪﺑﻨﺪﻱ ﺩﺭ ﺣﻮﺯﻩﻫﺎﻱ ﻣﺨﺘﻠﻒ ‪CRM‬‬
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‫ﺣﻮﺯﻩﻫﺎﻱ ﻓﺮﺍﻳﻨﺪﻱ ﺭﺩﻳﻒ‬ ‫ﻋﻨﺎﺻﺮ ﻭ ﺍﺟﺰﺍ‬ ‫ﺷﻴﻮﻩ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ‬ ‫ﻣﺮﺟﻊ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫‪CRM‬‬ ‫‪CRM‬‬
‫ﺗﺮﻛﻴﺐ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ‬ ‫ﻟﻲ ﻭ ﭘﺎﺭﻙ‪(2005) 1‬‬
‫ﭘﻴﺶﺑﻴﻨﻲ‬
‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﻫﺎ‪ 2‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2002‬‬
‫ﺑﺨﺶﺑﻨﺪﻱ ﻣﺸﺘﺮﻱ‬
‫‪1‬‬ ‫ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻱ‬ ‫ﻭﺭﺩﻭ‪ 3‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2006‬‬
‫ﻭﻧﮓ‪(2009) 4‬‬
‫ﺗﺤﻠﻴﻞ ﻣﺸﺘﺮﻱ ﻫﺪﻑ‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﻟﻲ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2004‬‬
‫ﺗﺸﺨﻴﺺ ﺩﺍﺩﻩﻫﺎﻱ ﭘﺮﺕ ﺑﺎ‬ ‫ﻫﻲ‪ 5‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2004‬‬
‫‪2‬‬ ‫ﺟﺬﺏ ﻣﺸﺘﺮﻱ‬ ‫ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﻣﺴﺘﻘﻴﻢ‬ ‫ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺧﻮﺷﻪﺑﻨﺪﻱ‬
‫ﻣﺪﻳﺮﻳﺖ ﺷﻜﺎﻳﺎﺕ‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﺑﺎﺍﻱ‪ 6‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2005‬‬
‫ﺗﺮﻛﻴﺐ ﺧﻮﺷﻪﺑﻨﺪﻱ ﻭ‬ ‫ﭼﻮ‪ 7‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2007‬‬
‫ﺩﺳﺘﻪﺑﻨﺪﻱ‬
‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﺳﻮﻧﮓ‪ 8‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2004‬‬
‫‪3‬‬ ‫ﻧﮕﻬﺪﺍﺭﻱ ﻣﺸﺘﺮﻱ‬ ‫ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺗﻚ ﺑﻪ ﺗﻚ‬
‫ﻛﻮﺍُ‪ 9‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2005‬‬
‫ﻣﻴﻦ‪ 10‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2005‬‬
‫ﺑﺮﻧﺎﻣﻪﻫﺎﻱ ﻭﻓﺎﺩﺍﺭﻱ‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﻟﻲ‪ 11‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2006‬‬

‫‪4‬‬ ‫ﺍﺭﺯﺵ ﺩﻭﺭﻩ ﻋﻤﺮ ﻣﺸﺘﺮﻱ ﺗﻮﺳﻌﻪ ﻣﺸﺘﺮﻱ‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ‬ ‫ﭼﻨﮓ‪ 12‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2006‬‬

‫‪ .2-3-2‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭ ‪RFM‬‬

‫ﻣﻄﺎﻟﻌﺎﺕ ﻣﺘﻌﺪﺩﻱ ﺩﺭ ﺯﻣﻴﻨﻪ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺗﺮﻛﻴﺒﻲ ‪ RFM‬ﻭ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ‬
‫ﺍﻧﺠﺎﻡ ﺷﺪﻩ ﻛﻪ ﻧﺸﺎﻧﺪﻫﻨﺪﻩ ﻛﺎﺭﺍ ﺑﻮﺩﻥ ﺍﻳﻦ ﺭﻭﻳﻜﺮﺩ ﺩﺭ ﺣﻮﺯﻩ ‪ CRM‬ﺍﺳﺖ‪ .‬ﺩﺭ ﺟﺪﻭﻝ)‪ (2‬ﺑﻪ ﺑﺮﺧﻲ ﺍﺯ‬

‫‪1. Lee and Park‬‬

‫‪2. Ha‬‬
‫‪3. Verdu‬‬
‫‪4. Wang‬‬
‫‪5. He‬‬
‫‪6. Bae‬‬
‫‪7. Chu‬‬
‫‪8. Song‬‬
‫‪9. Kuo‬‬
‫‪10. Min‬‬
‫‪11. Li‬‬
‫‪12. Chang‬‬
 ‫ﺗﺤﻘﻴﻘﺎﺕ ﺍﻧﺠﺎﻡ ﺷﺪﻩ ﺩﺭ ﺯﻣﻴﻨﻪ ‪ RFM‬ﻭ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺍﺷﺎﺭﻩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫‪44‬‬
‫‪1‬ﺟﺪﻭﻝ)‪ :(2‬ﻣﺮﻭﺭﻱ ﺑﺮ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﺗﺤﻠﻴﻞ ‪ RFM‬ﺩﺭ ﺣﻮﺯﻩ ﻛﺎﺭﺑﺮﺩﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ‪CRM‬‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﺭﺩﻳﻒ‬ ‫ﭘﮋﻭﻫﺸﮕﺮ‬ ‫ﺷﺮﺡ ﺗﺤﻘﻴﻘﺎﺕ ﺍﻧﺠﺎﻡ ﺷﺪﻩ‬
‫‪1‬‬ ‫ﻭﻭ‪ 1‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2005‬‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ ﺑﺮ ﺍﺳﺎﺱ ‪ RFM‬ﺭﺍ ﻳﻜﻲ ﺍﺯ ﺭﻭﺷﻬﺎﻱ ﺗﺤﻠﻴﻠﻲ ﻣﻨﺎﺳﺐ‬
‫ﺑﺮﺍﻱ ﻛﺸﻒ ﺍﻟﮕﻮﻫﺎﻱ ﺭﻓﺘﺎﺭﻱ ﻣﺸﺘﺮﻳﺎﻥ ﻣﻌﺮﻓﻲ ﻛﺮﺩﻧﺪ‪.‬‬
‫‪2‬‬ ‫ﭼﻦ‪ 2‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2005‬‬ ‫ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﻧﻈﺮﻳﻪ ‪ RFM‬ﺩﺭ ﭘﻴﺶﺑﻴﻨﻲ ﺗﻐﻴﻴﺮﺍﺕ ﺭﻓﺘﺎﺭ ﻣﺸﺘﺮﻱ‬
‫‪3‬‬ ‫ﺍﻡﺳﻲ ﻛﺎﺭﺗﻲ‪ 3‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2007‬‬ ‫ﻭ ﺭﮔﺮﺳﻴﻮﻥ ﺩﺭ‬ ‫‪CHAID‬‬ ‫ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺗﺤﻠﻴﻞ ‪ RFM‬ﻭ ﺭﻭﺷﻬﺎﻱ‬
‫ﺑﺨﺶﺑﻨﺪﻱ ﺑﺎﺯﺍﺭ ﻭ ﻣﻘﺎﻳﺴﻪ ﺁﻧﻬﺎ‬
‫‪4‬‬ ‫ﻟﻲ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2008‬‬ ‫ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺗﺤﻠﻴﻞ ‪ RFM‬ﺩﺭ ﻣﺤﺎﺳﺒﻪ ﺍﺭﺯﺵ ﺩﻭﺭﻩ ﻋﻤﺮ ﻣﺸﺘﺮﻱ ﺑﺮﺍﻱ‬
‫ﻣﺸﺘﺮﻳﺎﻥ ﻫﺮ ﻳﻚ ﺍﺯ ﺧﻮﺷﻪﻫﺎﻱ ﺑﻪﺩﺳﺖ ﺁﻣﺪﻩ ﻭ ﺍﺭﺍﺋﻪ ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎﻱ‬
‫ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺩﺭ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ‪ ISP‬ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ‪ CLV‬ﺑﻪﺩﺳﺖ ﺁﻣﺪﻩ‬

‫‪5‬‬ ‫ﻛﻴﻢ‪ 4‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2008‬‬ ‫ﭘﻴﺪﺍ ﻛﺮﺩﻥ ﻣﺸﺘﺮﻳﺎﻥ ﺍﺻﻠﻲ ﺑﺎﺯﺍﺭ ﻭ ﺗﺸﺨﻴﺺ ﺭﻓﺘﺎﺭ ﺍﻳﻦ ﮔﺮﻭﻩ ﺍﺯ‬
‫ﻣﺸﺘﺮﻳﺎﻥ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﻧﻈﺮﻳﻪ ‪RFM‬‬

‫‪6‬‬ ‫ﭼﻦ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2009‬‬ ‫ﻛﺸﻒ ﺍﻟﮕﻮﻫﺎﻱ ﺩﻧﺒﺎﻟﻪﺍﻱ ﻣﻮﺟﻮﺩ ﺩﺭ ﻭﻳﮋﮔﻴﻬﺎﻱ ‪ RFM‬ﻣﺸﺘﺮﻳﺎﻥ‬

‫‪7‬‬ ‫ﻫﻮﺍﻧﮓ‪ 5‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2009‬‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ ﻣﺸﺘﺮﻳﺎﻥ ﺑﺮ ﺍﺳﺎﺱ ﺩﻭ ﺷﺎﺧﺺ ﻓﺮﺍﻭﺍﻧﻲ ﻭ ﺣﺠﻢ ﺗﺒﺎﺩﻝ‬
‫ﻣﺎﻟﻲ ﻭ ﺍﺭﺍﺋﻪ ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎﻱ ﺑﺎﺯﺍﺭﻳﺎﺑﻲ ﺩﺭ ﻫﺮ ﻳﻚ ﺍﺯ ﺧﻮﺷﻪﻫﺎ‬
‫‪8‬‬ ‫ﻧﻴﻚﻧﺎﻡ‪ 6‬ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪(2009‬‬ ‫ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﻳﻚ ﺭﻭﺵ‬ ‫ﺧﻮﺷﻪﺑﻨﺪﻱ ﻣﺸﺘﺮﻳﺎﻥ ﺑﺮ ﺍﺳﺎﺱ ‪RFM‬‬
‫‪K-means‬‬ ‫ﺗﺮﻛﻴﺒﻲ ﺍﺯ ‪ PSO، ACO‬ﻭ‬

‫ﻻﺯﻡ ﺑﻪ ﺫﻛﺮ ﺍﺳﺖ ﻛﻪ ﺗﺎ ﺑﻪ ﺣﺎﻝ ﻣﻮﺭﺩﻱ ﺍﺯ ﻛﺎﺭﺑﺮﺩ ﺗﺤﻠﻴﻞ ‪ RFM‬ﺩﺭ ‪ CiRM‬ﻣﺸﺎﻫﺪﻩ‬

‫ﻧﺸﺪﻩ ﺍﺳﺖ‪ .‬ﻓﻘﻂ ﺩﺭ ﺗﺤﻘﻴﻘﻲ ﻛﻪ ﺗﻮﺳﻂ ﻛﻴﻨﮓ)‪ (2007‬ﺍﻧﺠﺎﻡ ﺷﺪﻩ ﻭ ﺑﻪ ﺑﺮﺭﺳﻲ ﺗﻔﺎﻭﺗﻬﺎﻱ‬
‫‪ CRM‬ﻭ ‪ CiRM‬ﭘﺮﺩﺍﺧﺘﻪ ﺑﻪﺻﻮﺭﺕ ﺧﻼﺻﻪ ﻭ ﺩﺭ ﺣﺪ ﻳﻚ ﻧﻈﺮﻳﻪ ﺑﻪ ﺍﻳﻦ ﻣﻮﺿﻮﻉ ﺍﺷﺎﺭﻩ ﺷﺪﻩ‬
‫ﺍﺳﺖ ﺑﻪ ﺍﻳﻦ ﺻﻮﺭﺕ ﻛﻪ ﻣﻲﺗﻮﺍﻥ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‪ ،‬ﻫﺰﻳﻨﻪ ﺗﺤﻤﻴﻠﻲ ﺍﺯ ﺟﺎﻧﺐ‬
‫ﺷﻬﺮﻭﻧﺪ ﺭﺍ ﺑﻪ ﺳﺎﺯﻣﺎﻥ ﺍﺭﺍﺋﻪ ﻛﻨﻨﺪﻩ ﺧﺪﻣﺎﺕ‪ ،‬ﺟﺎﻳﮕﺰﻳﻦ ﺣﺠﻢ ﺗﺒﺎﺩﻝ ﻣﺎﻟﻲ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ‬
‫ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﻛﺮﺩ ﻭ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺭﺍ ﺑﺮ ﺍﺳﺎﺱ ﺳﻪ ﻭﻳﮋﮔﻲ ‪ RFC‬ﺑﺨﺶﺑﻨﺪﻱ ﻛﺮﺩ‪ .‬ﺑﺮ ﺍﺳﺎﺱ ﻧﺘﺎﻳﺞ‪،‬‬
‫ﻣﻲﺗﻮﺍﻥ ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎﻱ ﻣﻨﺎﺳﺐ ﺭﺍ ﺩﺭ ﺯﻣﻴﻨﻪ ﺍﻓﺰﺍﻳﺶ ﻭ ﻳﺎ ﻛﺎﻫﺶ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺧﺪﻣﺎﺕ ﺑﺮﺍﻱ‬
‫ﮔﺮﻭﻩﻫﺎﻱ ﻣﺨﺘﻠﻒ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻃﺮﺍﺣﻲ ﻛﺮﺩ‪.‬‬

‫‪1. Woo‬‬
‫‪2. Chen‬‬
‫‪3. McCarty‬‬
‫‪4. Kim‬‬
‫‪5. Huang‬‬
‫‪6. Niknam‬‬
 ‫‪ .3‬ﻛﺎﺭﺑﺮﺩ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ‪197‬‬
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‫ﺑﻬﺮﻩﮔﻴﺮﻱ ﺍﺯ ﺩﺭﺧﻮﺍﺳﺘﻬﺎﻱ ﺛﺒﺖ ﺷﺪﻩ ﻣﺮﺩﻣﻲ ﺩﺭ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻭ ﺗﺤﻠﻴﻞ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺩﺍﺩﻩﻫﺎ ﺑﻪ ﻣﻨﻈﻮﺭ ﺑﺮﻧﺎﻣﻪﺭﻳﺰﻱ ﺩﻗﻴﻖ ﺩﺭ ﺟﻬﺖ ﺭﺳﻴﺪﮔﻲ ﺑﻪ ﺁﻧﻬﺎ ﻭ ﺑﻬﺒﻮﺩ ﺭﻭﺷﻬﺎﻱ ﻣﻮﺟﻮﺩ‬
‫ﺩﺭ ﻣﺄﻣﻮﺭﻳﺘﻬﺎﻱ ﻣﺤﻮﻝ‪ ،‬ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪﻋﻨﻮﺍﻥ ﻳﻜﻲ ﺍﺯ ﻛﺎﺭﻛﺮﺩﻫﺎﻱ ﺍﺻﻠﻲ ﺍﻳﻦ ﻣﺮﻛﺰ ﻣﻮﺭﺩ ﺗﻮﺟﻪ‬
‫ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﺩﺍﺩﻩﻫﺎﻱ ﺍﻳﻦ ﻣﺮﻛﺰ ﺣﺎﻭﻱ ﺍﻃﻼﻋﺎﺕ ﻣﻔﻴﺪﻱ ﺩﺭ ﻣﻮﺭﺩ ﻧﻈﺮﻳﺎﺕ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﺳﺖ ﻭ‬
‫ﻣﻲﺗﻮﺍﻥ ﺍﺯ ﺁﻥ ﺩﺭ ﺭﺍﺳﺘﺎﻱ ﻛﺸﻒ ﺩﺍﻧﺶ ﺳﺎﺯﻣﺎﻧﻲ ﻣﻔﻴﺪ ﺑﻬﺮﻩ ﺑﺮﺩ‪.‬‬
‫ﺑﻪ ﻣﻨﻈﻮﺭ ﻛﺸﻒ ﺩﺍﻧﺶ ﺍﺯ ﺩﺍﺩﻩﻫﺎﻱ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﻳﻜﻲ ﺍﺯ ﺭﻭﺷﻬﺎﻳﻲ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺑﻪ ﻣﻨﻈﻮﺭ‬
‫ﺗﺤﻠﻴﻞ ﺩﺍﺩﻩﻫﺎ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ ،‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺍﺳﺖ ﻛﻪ ﻳﻜﻲ ﺍﺯ ﻛﺎﺭﺍﺗﺮﻳﻦ ﺍﺑﺰﺍﺭﻫﺎ ﺩﺭ ﺍﻳﻦ‬
‫ﺯﻣﻴﻨﻪ ﺑﻪ ﺷﻤﺎﺭ ﻣﻲﺭﻭﺩ‪ .‬ﺍﺯ ﻣﻬﻤﺘﺮﻳﻦ ﺍﻣﻜﺎﻧﺎﺗﻲ ﻛﻪ ﻛﺎﺭﺑﺮﺩ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ‬
‫ﻓﺮﺍﻫﻢ ﻣﻲﻛﻨﺪ‪ ،‬ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﭘﻴﺶﺑﻴﻨﻲ ﻭ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﺍﺻﻠﻲ ﻣﺮﺩﻡ ﺍﺷﺎﺭﻩ‬
‫ﻛﺮﺩ‪ .‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺍﻳﻦ ﺍﻣﻜﺎﻥ ﺭﺍ ﻓﺮﺍﻫﻢ ﻣﻲﺁﻭﺭﺩ ﺗﺎ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺑﺘﻮﺍﻧﺪ ﻗﺪﺭﺕ ﭘﻴﺶﺑﻴﻨﻲ ﺧﻮﺩ‬
‫ﺭﺍ ﻧﺴﺒﺖ ﺑﻪ ﻧﻮﻉ ﻭ ﺭﻭﻧﺪ ﺗﻤﺎﺳﻬﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﻓﺰﺍﻳﺶ ﺩﻫﺪ ﻛﻪ ﺩﺭ ﺯﻣﻴﻨﻪ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ‬
‫ﺳﻮﺩﻣﻨﺪ ﺧﻮﺍﻫﺪ ﺑﻮﺩ‪ .‬ﺑﺎ ﻛﺸﻒ ﺍﻟﮕﻮﻫﺎﻱ ﻣﻮﺟﻮﺩ ﺩﺭ ﺷﻜﺎﻳﺎﺕ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩﻫﺎ ﻭ ﺍﻧﺘﻘﺎﺩﺍﺕ ﺷﻬﺮﻭﻧﺪﺍﻥ‬
‫ﻭ ﺗﺤﻠﻴﻞ ﻧﺘﺎﻳﺞ‪ ،‬ﻣﻲﺗﻮﺍﻥ ﺳﺎﺧﺘﺎﺭﻫﺎﻱ ﻣﻨﺎﺳﺐ ﺭﺍ ﺑﺮﺍﻱ ﺍﻗﺪﺍﻣﺎﺕ ﭘﻴﺸﮕﻴﺮﺍﻧﻪ ﺍﻳﺠﺎﺩ‪ ،‬ﻭ ﺩﺭ ﺍﻳﻦ‬
‫ﺯﻣﻴﻨﻪ ﺑﺮﻧﺎﻣﻪﺭﻳﺰﻱ ﻋﻤﻠﻴﺎﺗﻲ ﻛﺮﺩ‪.‬‬
‫ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺭﻭﺷﻬﺎ ﻭ ﺍﺑﺰﺍﺭﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﺩﺭﻙ ﻭ ﺗﻮﺻﻴﻔﻰ ﻛﻠﻰ ﺍﺯ ﺗﻤﺎﺳﻬﺎﻱ‬
‫ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺳﺖ ﻳﺎﻓﺖ‪ .‬ﻣﻬﻤﺘﺮﻳﻦ ﺩﺍﻧﺸﻲ ﻛﻪ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﺣﺎﺻﻞ ﻣﻲﺷﻮﺩ‪ ،‬ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎ‬
‫ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﺍﺻﻠﻲ ﻣﺮﺩﻡ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ ﺍﺳﺖ ﻛﻪ ﺩﺭﺭﺍﺳﺘﺎﻱ ﺗﺤﻘﻖ »ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ«‪ ،‬ﻧﻜﺘﻪ‬
‫ﺍﺻﻠﻲ ﻭ ﻛﻠﻴﺪﻱ ﺍﺳﺖ ﻭ ﺑﺎﻳﺪ ﺑﻪﻋﻨﻮﺍﻥ ﺍﺑﺘﺪﺍﻳﻲﺗﺮﻳﻦ ﮔﺎﻡ ﻣﻮﺭﺩ ﺗﻮﺟﻪ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﺷﻨﺎﺳﺎﻳﻲ ﻧﻮﻉ‬
‫ﭘﻴﺎﻣﻬﺎ ﺩﺭ ﮔﺮﻭﻩﻫﺎﻱ ﻣﺨﺘﻠﻒ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﻪ ﺗﻔﻜﻴﻚ ﻣﻨﺎﻃﻖ ﺷﻬﺮﻱ ﻭ ﻭﻳﮋﮔﻴﻬﺎﻱ ﺷﺨﺼﻴﺘﻲ‬
‫ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﺯ ﺟﻤﻠﻪ ﻣﻮﻗﻌﻴﺖ ﺍﺟﺘﻤﺎﻋﻲ‪ ،‬ﻣﻴﺰﺍﻥ ﺗﺤﺼﻴﻼﺕ‪ ،‬ﺳﻦ ﻭ‪ ...‬ﺩﺭ ﺯﻣﻴﻨﻪ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ‬
‫ﺧﺪﻣﺎﺕ ﻧﻘﺶ ﺑﺴﺰﺍﻳﻲ ﺧﻮﺍﻫﺪ ﺩﺍﺷﺖ‪ .‬ﺍﺯ ﺟﻤﻠﻪ ﻛﺎﺭﻛﺮﺩﻫﺎﻱ ﺩﻳﮕﺮ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ‬
‫ﻣﻲﺗﻮﺍﻥ ﺑﻪ ﻛﺸﻒ ﺯﻣﻴﻨﻪﻫﺎﻱ ﺑﺮﻭﺯ ﺷﻜﺎﻳﺎﺕ ﻭ ﺍﻧﺘﻘﺎﺩﺍﺕ ﺷﻬﺮﻭﻧﺪﺍﻥ‪ ،‬ﺑﺮﺭﺳﻲ ﻧﻘﺶ ﻭﺍﺣﺪﻫﺎﻱ‬
‫ﺍﺟﺮﺍﻳﻲ ﺩﺭ ﭼﮕﻮﻧﮕﻲ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻭ ﺑﻬﺒﻮﺩ ﻣﺪﻳﺮﻳﺖ ﻧﻴﺮﻭﻱ ﺍﻧﺴﺎﻧﻲ ﺍﺷﺎﺭﻩ ﻛﺮﺩ‪ .‬ﺍﺯ ﻧﺘﺎﻳﺞ‪،‬‬
‫ﻣﻲﺗﻮﺍﻥ ﺩﺭ ﺁﺳﺎﻥﺳﺎﺯﻱ ﻓﺮﺍﻳﻨﺪ ﺗﺼﻤﻴﻢﮔﻴﺮﻯ ﺑﻪ ﻣﺪﻳﺮﺍﻥ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺩﺭ ﺍﻧﺘﺨﺎﺏ ﻭ ﺗﻌﺮﻳﻒ‬
‫ﺍﺳﺘﺮﺍﺗﮋﻳﻬﺎ ﻭ ﺍﻗﺪﺍﻣﺎﺕ ﺑﻬﺒﻮﺩﺩﻫﻨﺪﻩ ﺑﻪ ﻣﻨﻈﻮﺭ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻣﺪﺩ ﮔﺮﻓﺖ‪.‬‬
 ‫‪ .4‬ﺭﻭﺵﺷﻨﺎﺳﻲ ﺍﺭﺍﺋﻪ ﺷﺪﻩ‬
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‫ﺩﺭ ﺍﻳﻦ ﺑﺨﺶ ﺑﺮ ﺍﺳﺎﺱ ﻣﻔﺎﻫﻴﻢ ﻣﺮﺗﺒﻂ ﺑﺎ ‪ CiRM‬ﻭ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺗﺤﻠﻴﻞ ‪ RFM‬ﻭ ﺷﻴﻮﻩ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﺧﻮﺷﻪﺑﻨﺪﻱ‪ ،‬ﺍﻟﮕﻮﻳﻲ ﺑﺮﺍﻱ ﺷﻨﺎﺳﺎﻳﻲ ﺧﻮﺍﺳﺘﻪﻫﺎ ﻭ ﻧﻴﺎﺯﻫﺎﻱ ﺍﺻﻠﻲ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ‬
‫ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺭﺍﺋﻪ ﻣﻲﺷﻮﺩ‪ .‬ﻫﻤﺎﻥﻃﻮﺭ ﻛﻪ ﻗﺒ ً‬
‫ﻼ ﺫﻛﺮ ﺷﺪ‪ ،‬ﺷﻨﺎﺳﺎﻳﻲ ﻭ ﺍﻭﻟﻮﻳﺖﺑﻨﺪﻱ ﻧﻴﺎﺯﻫﺎ‬
‫ﮔﺎﻡ ﺍﺻﻠﻲ ﻭ ﺍﺑﺘﺪﺍﻳﻲ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ ﺍﺳﺖ؛ ﻫﻢﭼﻨﺎﻧﻜﻪ ﺩﺭ ﺭﺍﺳﺘﺎﻱ ﺗﺤﻘﻖ‬
‫ﺁﺭﻣﺎﻥ »ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ« ﻧﻴﺰ ﺑﺎﻳﺪ ﺩﺭ ﮔﺎﻡ ﺍﻭﻝ ﺑﺎﻳﺪ ﻧﺴﺒﺖ ﺑﻪ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺭﻫﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ‬
‫ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﻗﺪﺍﻡ ﻛﺮﺩ‪.‬‬
‫ﺩﺭ ﺍﻳﻦ ﺭﺍﺳﺘﺎ ﭼﻬﺎﺭﭼﻮﺏ ﭘﻴﺸﻨﻬﺎﺩﻱ ﻣﺎ ﺑﻪ ﺍﻳﻦ ﺻﻮﺭﺕ ﺍﺳﺖ ﻛﻪ ﺩﺭ ﺍﺑﺘﺪﺍ ﺍﻟﮕﻮﻫﺎﻱ ﻣﻮﺟﻮﺩ‬
‫ﺩﺭ ﻓﺮﺍﻭﺍﻧﻲ ﻭ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ‪ 1‬ﭘﻴﺎﻣﻬﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻱ ﺑﻪﺩﺳﺖ ﺁﻳﺪ ﻭ‬
‫ﺳﭙﺲ ﺑﺮ ﺍﺳﺎﺱ ﺍﻫﻤﻴﺖ ﮔﺮﻭﻩﻫﺎﻱ ﻣﺨﺘﻠﻒ ﭘﻴﺎﻣﻬﺎ‪ ،‬ﺍﺳﺘﺮﺍﺗﮋﻱ ﺑﻬﻴﻨﻪ ﺑﺮﺍﻱ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ‬
‫ﺍﺭﺍﺋﻪ ﺷﻮﺩ‪ .‬ﺑﻪ ﻣﻨﻈﻮﺭ ﺍﻭﻟﻮﻳﺖﺑﻨﺪﻱ ﺩﻗﻴﻘﺘﺮ ﻣﺸﻜﻼﺕ ﻭ ﺧﻮﺷﻪﻫﺎﻱ ﻣﺨﺘﻠﻒ ﺁﻧﻬﺎ ﻣﻲﺗﻮﺍﻥ ﺍﺯ‬
‫ﺍﺑﺰﺍﺭﻫﺎﻱ ﺗﺼﻤﻴﻢﮔﻴﺮﻱ ﻧﻴﺰ ﺍﺳﺘﻔﺎﺩﻩ ﻧﻤﻮﺩ‪.‬‬
‫ﻻﺯﻡ ﺑﻪ ﺫﻛﺮ ﺍﺳﺖ ﻛﻪ ﺩﺭ ﺗﻌﺮﻳﻒ ﻣﺘﻐﻴﺮﻫﺎﻱ ﻓﺮﺍﻭﺍﻧﻲ ﻭ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ ﺍﺯ ﻧﻈﺮﻳﻪ ‪ RFM‬ﺍﻟﻬﺎﻡ‬
‫ﮔﺮﻓﺘﻪ ﺷﺪﻩ ﺍﺳﺖ ﻛﻪ ﺩﺭ ﺍﺩﺍﻣﻪ ﺑﻪ ﺷﺮﺡ ﺁﻥ ﭘﺮﺩﺍﺧﺘﻪ ﻣﻲﺷﻮﺩ‪ .‬ﻫﻢﭼﻨﻴﻦ ﺍﻳﻦ ﺭﻭﻳﻜﺮﺩ ﻣﻲﺗﻮﺍﻧﺪ‬
‫ﺑﻪﻋﻨﻮﺍﻥ ﭼﻬﺎﺭﭼﻮﺑﻲ ﻛﻠﻰ ﺍﺯ ﺭﻭﺷﻬﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺣﻮﺯﺓ‬
‫ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﺑﮕﻴﺮﺩ‪.‬‬
‫ﻫﻤﺎﻥﻃﻮﺭ ﻛﻪ ﺫﻛﺮ ﺷﺪ ﺑﺮ ﺍﺳﺎﺱ ﻧﻈﺮﻳﻪ ‪ ،RFM‬ﺳﻪ ﻣﺘﻐﻴﺮ ﺍﺻﻠﻲ ﻭ ﻣﻬﻢ ﺩﺭ ﺷﻨﺎﺳﺎﻳﻲ‬
‫ﻣﺸﺘﺮﻳﺎﻥ ﺑﺎﻟﻘﻮﻩ ﺳﻮﺩﻣﻨﺪ ﻫﺴﺖ ﻛﻪ ﺩﺭ ﺑﻴﺸﺘﺮ ﻣﻘﺎﻻﺕ ﺑﻪﻋﻨﻮﺍﻥ ﻣﺘﻐﻴﺮﻫﺎﻱ ﻛﻠﻴﺪﻱ ﻭ ﺍﺻﻠﻲ‬
‫ﻣﻌﺮﻓﻲ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﺩﺭ ﺑﺮﺧﻲ ﺍﺯ ﻣﻘﺎﻻﺕ‪ ،‬ﭘﮋﻭﻫﺸﮕﺮﺍﻥ‪ ،‬ﻣﺘﻐﻴﺮﻫﺎﻱ ﺩﻳﮕﺮﻱ ﺭﺍ ﻧﻴﺰ ﻋﻼﻭﻩ ﺑﺮ ﺍﻳﻦ‬
‫ﺳﻪ ﻣﺘﻐﻴﺮ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻣﻮﺭﺩ ﻣﻄﺎﻟﻌﻪ ﺧﻮﺩ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻪﺍﻧﺪ؛ ﺍﺯ ﺟﻤﻠﻪ ﺍﻳﻦ ﻣﻮﺍﺭﺩ ﻣﻲﺗﻮﺍﻥ ﺑﻪ‬
‫ﻛﺎﺭ ﺑﻮﻛﻴﻨﻜﺴﺎ ﻭ ﻫﻤﻜﺎﺭﺍﻥ)‪ (2004‬ﺍﺷﺎﺭﻩ ﻛﺮﺩ ﻛﻪ ﻣﺒﻨﺎﻱ ﺍﻳﻦ ﭘﮋﻭﻫﺶ ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ ﺍﺳﺖ‪ .‬ﺩﺭ‬
‫ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﻋﻼﻭﻩ ﺑﺮ ﺳﻪ ﻣﺘﻐﻴﺮ ﻳﺎﺩ ﺷﺪﻩ‪ ،‬ﻣﺘﻐﻴﺮ ﺩﻳﮕﺮﻱ ﺑﻪﺻﻮﺭﺕ »ﻓﺎﺻﻠﻪ ﺍﻭﻟﻴﻦ ﺑﺎﺭ ﻣﺮﺍﺟﻌﻪ‬
‫ﻣﺸﺘﺮﻱ ﺑﻪ ﺷﺮﻛﺖ ﺗﺎ ﻛﻨﻮﻥ)ﺯﻣﺎﻥ ﺗﺤﻠﻴﻞ(« ﻧﻴﺰ ﺩﺭ ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬
‫ﻧﻜﺘﻪﺍﻱ ﻛﻪ ﺑﺎﻳﺪ ﺩﺭ ﺍﻳﻦ ﻣﺮﺣﻠﻪ ﻣﻮﺭﺩ ﺗﻮﺟﻪ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ ،‬ﺗﻔﺎﻭﺕ ‪ CRM‬ﻭ ‪ CiRM‬ﺩﺭ ﺑﺤﺚ‬
‫ﺳﻮﺩﺁﻭﺭﻱ ﻭ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﺍﺳﺖ‪ .‬ﻫﻤﺎﻥﻃﻮﺭ ﻛﻪ ﻗﺒ ً‬
‫ﻼ ﺑﺤﺚ ﺷﺪ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﺷﻬﺮﻭﻧﺪ‪،‬‬

‫‪1. Time Interval‬‬

 ‫ﺑﺤﺚ ﻣﺎﻟﻲ ﻭ ﺳﻮﺩﺁﻭﺭﻱ ﻣﻄﺮﺡ ﻧﻴﺴﺖ ﻭ ﺁﻧﭽﻪ ﺩﺭ ﺍﻭﻟﻮﻳﺖ ﻗﺮﺍﺭ ﺩﺍﺭﺩ‪ ،‬ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎﺕ ﺍﺭﺍﺋﻪ ﺷﺪﻩ‬
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‫ﻭ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺍﺳﺖ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ ﻭﻳﮋﮔﻲ »ﺣﺠﻢ ﺗﺒﺎﺩﻝ ﻣﺎﻟﻲ« ﺩﺭ ﺍﻟﮕﻮﻱ ﻣﺎ ﺣﺬﻑ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺧﻮﺍﻫﺪ ﺷﺪ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ ﺗﻌﺮﻳﻒ ﻭﻳﮋﮔﻴﻬﺎ ﺩﺭ ﺍﻳﻦ ﭘﮋﻭﻫﺶ ﺑﻪ ﺍﻳﻦ ﺻﻮﺭﺕ ﺧﻮﺍﻫﺪ ﺑﻮﺩ‪:‬‬
‫‪ ‬ﻓﺮﺍﻭﺍﻧﻲ‪ :‬ﺗﻌﺪﺍﺩ ﺗﻤﺎﺳﻬﺎﻱ ﻣﺮﺗﺒﻂ ﺑﺎ ﻫﺮ ﻳﻚ ﺍﺯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﻭ ﺧﻮﺍﺳﺘﻪﻫﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ‬
‫ﺩﻭﺭﻩ ﺯﻣﺎﻧﻲ ﻣﻮﺭﺩ ﻧﻈﺮ‬
‫‪ ‬ﻓﺎﺻﻠﻪ ﺁﺧﺮﻳﻦ ﺑﺎﺭ ﺗﻤﺎﺱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﻣﻮﺭﺩ ﻫﺮ ﻳﻚ ﺍﺯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﺗﺎ ﺯﻣﺎﻥ ﺗﺤﻠﻴﻞ؛ ﺍﻳﻦ‬
‫ﻣﺘﻐﻴﺮ ﻣﻲﺗﻮﺍﻧﺪ ﺑﺮ ﺣﺴﺐ ﺭﻭﺯ ﺑﻴﺎﻥ ﺷﻮﺩ‪.‬‬
‫‪ ‬ﻓﺎﺻﻠﻪ ﺍﻭﻟﻴﻦ ﺑﺎﺭ ﺗﻤﺎﺱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺧﺼﻮﺹ ﻫﺮ ﻳﻚ ﺍﺯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﺗﺎ ﺯﻣﺎﻥ ﺗﺤﻠﻴﻞ؛‬
‫ﺍﻳﻦ ﻣﺘﻐﻴﺮ ﻣﻲﺗﻮﺍﻧﺪ ﺑﺮ ﺣﺴﺐ ﺭﻭﺯ ﺑﻴﺎﻥ ﻣﻲﺷﻮﺩ‪.‬‬
‫ﺩﺭ ﺍﻧﺘﻬﺎ ﺗﻔﺎﻭﺕ ﻣﺘﻐﻴﺮﻫﺎﻱ ﺩﻭﻡ ﻭ ﺳﻮﻡ ﺭﺍ ﺑﻪﺻﻮﺭﺕ ﻣﺸﺨﺼﻪﺍﻱ ﺟﺪﻳﺪ ﻣﻌﺮﻓﻲ‪ ،‬ﻭ ﺗﺤﺖ‬
‫ﻋﻨﻮﺍﻥ »ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ« ﻧﺎﻣﮕﺬﺍﺭﻱ ﻣﻲﻛﻨﻴﻢ‪ .‬ﺍﻳﻦ ﻣﺸﺨﺼﻪ ﻧﺸﺎﻧﺪﻫﻨﺪﻩ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ ﺍﺳﺖ ﻛﻪ‬
‫ﺗﻤﺎﺳﻬﺎﻳﻲ ﺍﺯ ﺟﺎﻧﺐ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﻣﻮﺭﺩ ﻫﺮ ﻳﻚ ﺍﺯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﻭﺟﻮﺩ ﺩﺍﺷﺘﻪ ﺍﺳﺖ‪ .‬ﺑﻨﺎﺑﺮﺍﻳﻦ‬
‫ﻣﺸﺨﺼﻪﻫﺎﻱ ﺑﻪﺩﺳﺖ ﺁﻣﺪﻩ ﻋﺒﺎﺭﺕ ﺍﺳﺖ ﺍﺯ ﻓﺮﺍﻭﺍﻧﻲ ﻭ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ‪.‬‬
‫ﻫﻢﭼﻨﻴﻦ ﻣﺘﻐﻴﺮ ﺩﻳﮕﺮﻱ ﺑﻪﻋﻨﻮﺍﻥ »ﺗﻌﺪﺍﺩ ﺭﻭﺯﻫﺎﻳﻲ ﺍﺯ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ ﻣﻮﺭﺩ ﻧﻈﺮ ﺗﻌﺮﻳﻒ ﻣﻲﺷﻮﺩ‬
‫ﻛﻪ ﺗﻤﺎﺳﻲ ﺩﺭ ﻣﻮﺭﺩ ﻫﺮ ﻳﻚ ﺍﺯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﺩﺭ ﺳﻴﺴﺘﻢ ﺛﺒﺖ ﺷﺪﻩ ﺍﺳﺖ«)‪ (F2‬ﻛﻪ ﺩﺭ ﻛﻨﺎﺭ‬
‫ﻣﺸﺨﺼﻪ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ‪ ،‬ﺍﻃﻼﻋﺎﺕ ﻛﺎﻣﻠﺘﺮﻱ ﻧﺴﺒﺖ ﺑﻪ ﺍﻟﮕﻮﻱ ﺗﻤﺎﺳﻬﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺍﺧﺘﻴﺎﺭﻣﺎﻥ‬
‫ﻗﺮﺍﺭ ﻣﻲﺩﻫﺪ‪ .‬ﺍﻟﺒﺘﻪ ﺍﻳﻦ ﻭﻳﮋﮔﻲ ﺑﻪ ﻋﻠﺖ ﻭﺍﺑﺴﺘﮕﻲ ﺯﻳﺎﺩ ﺑﺎ ﻓﻴﻠﺪ »ﻓﺮﺍﻭﺍﻧﻲ« ﺩﺭ ﺧﻮﺷﻪﺑﻨﺪﻱ‬
‫ﻟﺤﺎﻅ ﻧﺸﺪﻩ ﺍﺳﺖ ﻭ ﻓﻘﻂ ﺩﺭ ﺗﻮﺻﻴﻒ ﺧﻮﺷﻪﻫﺎ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﻣﻲﮔﻴﺮﺩ؛ ﺑﻪ ﻋﺒﺎﺭﺗﻲ ﺩﻭ‬
‫ﻭﻳﮋﮔﻲ ‪ Frequency‬ﻭ ‪ Time interval‬ﻣﺘﻐﻴﺮﻫﺎﻱ ﺍﺻﻠﻲ ﺍﺳﺖ ﻭ ‪ F 2‬ﺑﻪﻋﻨﻮﺍﻥ ﻣﺘﻐﻴﺮ ﻓﺮﻋﻲ‬
‫ﻓﻘﻂ ﺩﺭ ﺗﻮﺻﻴﻒ ﺧﻮﺷﻪﻫﺎ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﻣﻲﮔﻴﺮﺩ‪.‬‬
‫ﻫﺮ ﭼﻪ ﻣﻘﺪﺍﺭ ﻓﺮﺍﻭﺍﻧﻲ ﻭ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻲ ﻣﺮﺑﻮﻁ ﺑﻪ ﻳﻚ ﻧﻮﻉ ﭘﻴﺎﻡ ﺑﻴﺸﺘﺮ ﺑﺎﺷﺪ‪ ،‬ﺍﻫﻤﻴﺖ ﺁﻥ ﺍﺯ‬
‫ﺩﻳﺪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﻴﺸﺘﺮ ﺍﺳﺖ ﻭ ﺑﻨﺎﺑﺮﺍﻳﻦ‪ ،‬ﺍﻳﻦ ﻣﺸﻜﻞ ﺩﺭ ﺍﻭﻟﻮﻳﺘﻬﺎﻱ ﺍﻭﻝ ﺭﺳﻴﺪﮔﻲ ﺩﺭ ﻧﻴﺮﻭﻱ‬
‫ﺍﻧﺘﻈﺎﻣﻲ ﻗﺮﺍﺭ ﺧﻮﺍﻫﺪ ﮔﺮﻓﺖ‪.‬‬
‫ﺍﻳﻦ ﻭﻳﮋﮔﻴﻬﺎ ﺩﺭ ﻗﺎﻟﺐ ﺍﻟﮕﻮﻱ ‪ TiF‬ﻧﺎﻣﮕﺬﺍﺭﻱ ﻣﻰﺷﻮﺩ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ ﻣﻬﻢ‬
‫ﻭ ﺍﻭﻟﻮﻳﺖﺩﺍﺭ ﺩﺭ ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪.‬‬
‫ﺷﺎﻳﺎﻥ ﺫﻛﺮ ﺍﺳﺖ ﻛﻪ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﻧﻈﺮﻳﻪ ‪ RFM‬ﺑﻪ ﮔﻮﻧﻪﺍﻱ ﻛﻪ ﺍﺭﺍﺋﻪ ﺷﺪ‪ ،‬ﻳﻜﻲ ﺍﺯ ﻧﻮﺁﻭﺭﻳﻬﺎﻱ‬
‫ﺍﻳﻦ ﺗﺤﻘﻴﻖ ﺑﻪ ﺷﻤﺎﺭ ﻣﻲﺭﻭﺩ‪ .‬ﺗﺎ ﺑﻪ ﺣﺎﻝ ﺗﻤﺎﻣﻲ ﻛﺎﺭﺑﺮﺩﻫﺎﻱ ﻣﺸﺎﻫﺪﻩ ﺷﺪﻩ ﺍﺯ ﻧﻈﺮﻳﻪ ﻳﺎﺩ ﺷﺪﻩ‬
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‫ﺩﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻳﺎﻥ ﺳﻮﺩﻣﻨﺪ ﻭ ﻣﺒﺎﺣﺜﻲ ﺑﻮﺩﻩ ﻛﻪ ﺑﺤﺚ ﻣﺎﻟﻲ ﻭ ﺳﻮﺩﺁﻭﺭﻱ ﻣﻄﺮﺡ ﺍﺳﺖ ﻭ ﺩﺭ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﻣﺒﺎﺣﺚ ﻛﻴﻔﻲ ﺑﻪ ﮔﻮﻧﻪﺍﻱ ﻛﻪ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﻣﺸﺘﺮﻱ ﻭ ﻳﺎ ﺳﺎﻳﺮ ﻭﻳﮋﮔﻴﻬﺎﻱ ﻛﻴﻔﻲ ﺩﺭ ﺍﻭﻟﻮﻳﺖ ﻗﺮﺍﺭ‬
‫ﺩﺍﺭﺩ‪ ،‬ﻛﺎﺭﺑﺮﺩﻱ ﻣﺸﺎﻫﺪﻩ ﻧﺸﺪﻩ ﺍﺳﺖ‪ .‬ﻣﻨﻈﻮﺭ ﺍﺯ ﻣﺒﺎﺣﺚ ﻛﻴﻔﻲ‪ ،‬ﻣﻮﺍﺭﺩﻱ ﺍﺳﺖ ﻛﻪ ﺑﻪﮔﻮﻧﻪﺍﻱ‬
‫ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎﺕ ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﻭ ﺭﺿﺎﻳﺘﻤﻨﺪﻱ ﻣﺸﺘﺮﻳﺎﻥ ﺑﺮ ﺳﻮﺩﺁﻭﺭﻱ ﺑﺮﺗﺮﻱ ﺩﺍﺭﺩ‪ .‬ﻫﻢﭼﻨﻴﻦ ﺍﻳﻦ‬
‫ﻧﻈﺮﻳﻪ ﺑﺮ ﺧﻼﻑ ﺍﺳﺘﻔﺎﺩﻩ ﻣﻌﻤﻮﻝ ﺁﻥ ﺩﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻣﺸﺘﺮﻳﺎﻥ ﺑﺎﻟﻘﻮﻩ ﺳﻮﺩﻣﻨﺪ ﺩﺭ ﺍﻳﻦ ﺗﺤﻘﻴﻖ ﺑﻪ‬
‫ﻣﻨﻈﻮﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ ﻣﻬﻢ ﻭ ﺑﺎ ﺍﻫﻤﻴﺖ ﺍﺯ ﺩﻳﺪ ﺷﻬﺮﻭﻧﺪﺍﻥ‪ ،‬ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﻣﻲﮔﻴﺮﺩ؛ ﺑﻪ‬
‫ﻋﺒﺎﺭﺗﻲ ﺭﻭﻳﻜﺮﺩ ﺟﺪﻳﺪﻱ ﺍﺯ ﻛﺎﺭﺑﺮﺩ ﺍﻳﻦ ﻧﻈﺮﻳﻪ ﺩﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ ﻣﺸﺘﺮﻳﺎﻥ ﻣﻄﺮﺡ ﻣﻲﺷﻮﺩ‬
‫ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ ‪ CRM‬ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪.‬‬
‫‪ ‬ﺑﺮ ﺍﺳﺎﺱ ﭼﻬﺎﺭﭼﻮﺏ ﭘﻴﺸﻨﻬﺎﺩﻱ‪ ،‬ﺭﻭﺵﺷﻨﺎﺳﻲ ﺗﺤﻘﻴﻖ ﺭﺍ ﻣﻲﺗﻮﺍﻥ ﺩﺭ ﻗﺎﻟﺐ ﺷﺶ ﮔﺎﻡ‬
‫ﺍﺭﺍﺋﻪ ﻛﺮﺩ ﻛﻪ ﺩﺭ ﺷﻜﻞ)‪ (1‬ﻧﺸﺎﻥ ﺩﺍﺩﻩ ﺷﺪﻩ ﺍﺳﺖ‪.‬‬

‫‪1‬ـ ﺍﻧﺘﺨﺎﺏ ﻭ ﺟﻤﻊﺁﻭﺭﻯ ﺩﺍﺩﻩﻫﺎﻯ ﻣﻮﺭﺩ ﻧﻴﺎﺯ ﺍﺯ ﺑﺎﻧﻚ ﺩﺍﺩﻩ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻰ ‪197‬‬

‫‪2‬ـ ﺗﻠﺨﻴﺺ ﺗﻮﺻﻴﻔﻰ ﺩﺍﺩﻩﻫﺎ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ ﺍﺑﺰﺍﺭﻫﺎﻯ ﺁﻣﺎﺭﻯ ﻭ ﻣﺼﻮﺭﺳﺎﺯﻯ‬

‫‪3‬ـ ﭘﻴﺶﭘﺮﺩﺍﺯﺵ ﻭ ﺁﻣﺎﺩﻩﺳﺎﺯﻯ ﺩﺍﺩﻩﻫﺎ ﻭ ﺗﺸﻜﻴﻞ ﺍﻧﺒﺎﺭﻩ ﺩﺍﺩﻩﻫﺎ‬

‫‪4‬ـ ﺧﻮﺷﻪﺑﻨﺪﻯ ﺍﻧﻮﺍﻉ ﭘﻴﺎﻣﻬﺎ ﺑﺮﺍﺳﺎﺱ ﻓﺮﺍﻭﺍﻧﻰ ﻭ ﺑﺎﺯﻩ ﺯﻣﺎﻧﻰ ﺗﻤﺎﺳﻬﺎﻯ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﻪ ﺗﻔﻜﻴﻚ‬
‫ﺷﻜﺎﻳﺖ‪ ،‬ﺗﻘﺪﻳﺮ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩ ﻭ ﺍﻧﺘﻘﺎﺩ‬

‫‪5‬ـ ﺩﺳﺘﻪﺑﻨﺪﻯ ﺟﺪﻳﺪ ﭘﻴﺎﻣﻬﺎ ﺑﺮﺍﺳﺎﺱ ﻧﺘﺎﻳﺞ ﺧﻮﺷﻪﺑﻨﺪﻯ ﺑﻪ ﺗﻔﻜﻴﻚ‬

‫ﺷﻜﺎﻳﺖ‪ ،‬ﺗﻘﺪﻳﺮ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩ ﻭ ﺍﻧﺘﻘﺎﺩ‬

‫‪6‬ـ ﺍﺭﺍﺋﻪ ﺩﺍﻧﺶ ﺍﺳﺘﺨﺮﺍﺝ ﺷﺪﻩ ﻭ ﭘﻴﺸﻨﻬﺎﺩﻫﺎ ﺑﻪ ﻣﺪﻳﺮﻳﺖ ﻧﻴﺮﻭﻯ ﺍﻧﺘﻈﺎﻣﻰ‬

‫ﺑﻪ ﻣﻨﻈﻮﺭ ﺍﺭﺍﺋﻪ ﺑﻬﺘﺮ ﺧﺪﻣﺎﺕ‬

‫ﺷﻜﻞ)‪ :(1‬ﺭﻭﺵﺷﻨﺎﺳﻲ‬
 ‫ﺷﺎﻳﺎﻥ ﺫﻛﺮ ﺍﺳﺖ ﻛﻪ ﺍﺯ ﺭﻭﺵﺷﻨﺎﺳﻲ ﺍﺭﺍﺋﻪ ﺷﺪﻩ ﺩﺭ ﻛﺎﻭﺵ ﺩﺍﺩﻩﻫﺎﻱ ﺳﺎﻣﺎﻧﻪ ‪ 137‬ﺷﻬﺮﺩﺍﺭﻱ‬
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‫ﺗﻬﺮﺍﻥ ﺍﺳﺘﻔﺎﺩﻩ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﻧﺘﺎﻳﺞ‪ ،‬ﻧﺸﺎﻧﺪﻫﻨﺪﻩ ﭘﺎﺳﺨﮕﻮ ﺑﻮﺩﻥ ﺍﻳﻦ ﺭﻭﻳﻜﺮﺩ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ‬
‫ﺩﺍﺩﻩﻛﺎﻭﻱ‪ ،‬ﺭﺍﻫﻲ ﻧﻮﻳﻦ ﺩﺭ ﺗﺤﻘﻖ ﭘﻠﻴﺲ ﭘﺎﺳﺨﮕﻮ‬

‫ﺷﻬﺮﻱ ﺍﺳﺖ‪ .‬ﺍﺟﺮﺍﻱ ﺍﻳﻦ ﺭﻭﺵﺷﻨﺎﺳﻲ ﺩﺭ ﺍﻳﻦ ﺳﺎﻣﺎﻧﻪ ﺑﻪ ﻧﺘﺎﻳﺠﻲ ﻣﻨﺠﺮ ﺷﺪ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ‬
‫ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﺷﻬﺮﻱ ﻣﺆﺛﺮ ﻭﺍﻗﻊ ﺷﻮﺩ‪.‬‬
‫ﺭﻭﺵﺷﻨﺎﺳﻲ ﻳﺎﺩ ﺷﺪﻩ ﺑﻪ ﻣﻨﻈﻮﺭ ﺷﻨﺎﺳﺎﻳﻲ ﻧﻴﺎﺯﻫﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻣﻨﻄﻘﻪ ﻳﻚ ﺷﻬﺮ ﺗﻬﺮﺍﻥ ﺑﻪ‬
‫ﻛﺎﺭ ﮔﺮﻓﺘﻪ ﺷﺪ‪ .‬ﺑﺎ ﭘﻴﺮﻭﻱ ﺍﺯ ﺭﻭﺵﺷﻨﺎﺳﻲ ﺍﺭﺍﺋﻪ ﺷﺪﻩ‪ ،‬ﻣﺸﻜﻼﺕ ﻭ ﻧﻴﺎﺯﻫﺎﻱ ﺷﻬﺮﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ‬
‫ﺍﻳﻦ ﻣﻨﻄﻘﻪ ﺷﻨﺎﺳﺎﻳﻲ‪ ،‬ﻭ ﻳﻚ ﮔﺮﻭﻩﺑﻨﺪﻱ ﻭ ﺩﺳﺘﻪﺑﻨﺪﻱ ﺟﺪﻳﺪ ﺍﺯ ﻣﺸﻜﻼﺕ ﺍﺭﺍﺋﻪ ﺷﺪ‪ .‬ﻫﻢﭼﻨﻴﻦ‬
‫ﻧﻴﺎﺯﻫﺎ ﻭ ﻣﺸﻜﻼﺕ ﺑﺎ ﺍﻫﻤﻴﺖ ﺍﺯ ﺩﻳﺪ ﺷﻬﺮﻭﻧﺪﺍﻥ ﻭ ﻣﺸﻜﻼﺗﻲ ﻛﻪ ﺍﺯ ﺍﻫﻤﻴﺖ ﻛﻤﺘﺮﻱ ﺑﺮﺧﻮﺭﺩﺍﺭ‬
‫ﺍﺳﺖ‪ ،‬ﻣﺸﺨﺺ ﺷﺪ‪ .‬ﺩﺭ ﻧﻬﺎﻳﺖ ﺑﺮ ﺍﺳﺎﺱ ﻧﺘﺎﻳﺞ‪ ،‬ﭘﻴﺸﻨﻬﺎﺩﻫﺎﻳﻲ ﺑﻪ ﺷﻬﺮﺩﺍﺭﻱ ﺩﺭ ﺭﺍﺳﺘﺎﻱ ﺑﻬﺒﻮﺩ‬
‫ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﺷﻬﺮﻱ ﺍﺭﺍﺋﻪ ﮔﺮﺩﻳﺪ‪.‬‬
‫ﺍﺯ ﺁﻧﺠﺎ ﻛﻪ ﺳﺎﺯﻣﺎﻧﻬﺎﻱ ﺧﺪﻣﺎﺕﻣﺪﺍﺭ ﺩﺭ ﺑﺨﺶ ﻋﻤﻮﻣﻲ ﺍﺯ ﻟﺤﺎﻅ ﺍﻫﺪﺍﻑ ﻭ ﺧﺪﻣﺎﺕ ﺍﺭﺍﺋﻪ‬
‫ﺷﺪﻩ ﺑﻪ ﻣﺸﺘﺮﻳﺎﻥ‪ ،‬ﺳﻴﺴﺘﻢﻫﺎﻱ ﺍﻃﻼﻋﺎﺗﻲ‪ ،‬ﭘﺎﻳﮕﺎﻩﻫﺎﻱ ﺩﺍﺩﻩ‪ ،‬ﺗﺠﻬﻴﺰﺍﺕ ﻭ ﺳﺎﻳﺮ ﻣﻮﺍﺭﺩ‪ ،‬ﻛﻢ ﻭ‬
‫ﺑﻴﺶ ﻭﻳﮋﮔﻴﻬﺎﻱ ﻣﺸﺎﺑﻬﻲ ﺩﺍﺭﻧﺪ‪ ،‬ﺭﻭﻳﻜﺮﺩ ﻭ ﺭﻭﺵﺷﻨﺎﺳﻲ ﻳﺎﺩ ﺷﺪﻩ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ‬
‫ﻭ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻭ ﺳﺎﺯﻣﺎﻧﻬﺎﻱ ﻣﺸﺎﺑﻪ ﺩﻳﮕﺮ ﻧﻴﺰ ﻣﻮﺭﺩ ﺍﺳﺘﻔﺎﺩﻩ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ .‬ﺍﻧﺘﻈﺎﺭ‬
‫ﻣﻲﺭﻭﺩ ﺍﺟﺮﺍﻱ ﺍﻳﻦ ﺭﻭﺵﺷﻨﺎﺳﻲ ﺩﺭ ﺩﺍﺩﻩﻫﺎﻱ ﺍﻳﻦ ﻣﺮﻛﺰ ﻧﻴﺰ ﺑﻪ ﻧﺘﺎﻳﺠﻲ ﻣﻨﺠﺮ ﺷﻮﺩ ﻛﻪ ﺩﺭ‬
‫ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﻣﺆﺛﺮ ﻭﺍﻗﻊ ﺷﻮﺩ‪.‬‬

‫‪ .5‬ﻧﺘﻴﺠﻪﮔﻴﺮﻱ ﻭ ﭘﻴﺸﻨﻬﺎﺩﻫﺎ‬
‫ﻣﺪﻳﺮﻳﺖ ﺍﺭﺗﺒﺎﻁ ﺑﺎ ﻣﺸﺘﺮﻱ ﻳﻜﻲ ﺍﺯ ﭘﺮ ﻛﺎﺭﺑﺮﺩﺗﺮﻳﻦ ﺣﻮﺯﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺍﺳﺖ‪ .‬ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ ﺗﻤﺎﻡ‬
‫ﺣﻮﺯﻩﻫﺎﻱ ‪ CRM‬ﻭﺍﺭﺩ ﺷﺪﻩ ﻭ ﻳﻜﻲ ﺍﺯ ﻛﺎﺭﺍﺗﺮﻳﻦ ﺍﺑﺰﺍﺭﻫﺎ ﺩﺭ ﺍﻳﻦ ﺣﻮﺯﻩ ﻣﻌﺮﻓﻲ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﻳﻜﻲ ﺍﺯ‬
‫ﻣﻮﺿﻮﻋﺎﺗﻲ ﻛﻪ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ ﺍﻳﻦ ﺯﻣﻴﻨﻪ ﻣﻮﺭﺩ ﺗﻮﺟﻪ ﻗﺮﺍﺭ ﮔﻴﺮﺩ‪ ،‬ﻛﺎﺭﺑﺮﺩ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﺩﺭ‬
‫‪ CRM‬ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻋﻤﻮﻣﻲ ﺍﺳﺖ ﻛﻪ ﺩﺭ ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﻣﻮﺭﺩ ﺑﺮﺭﺳﻲ ﻗﺮﺍﺭ ﮔﺮﻓﺘﻪ ﺍﺳﺖ‪ .‬ﻣﻮﺭﺩ‬
‫ﻣﻄﺎﻟﻌﻪ ﻣﺮﻛﺰ ﻧﻈﺎﺭﺕ ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺳﺖ ﻛﻪ ﻣﺴﺌﻮﻝ ﺭﺳﻴﺪﮔﻲ ﺑﻪ ﺷﻜﺎﻳﺎﺕ‪،‬‬
‫ﺍﻧﺘﻘﺎﺩﺍﺕ ﻭ ﭘﻴﺸﻨﻬﺎﺩﻫﺎﻱ ﻣﺮﺩﻡ ﺩﺭ ﻣﻮﺭﺩ ﻋﻤﻠﻜﺮﺩ ﻧﺎﺟﺎ ﻭ ﻛﺎﺭﻛﻨﺎﻥ ﺁﻥ ﺍﺳﺖ‪ .‬ﺑﺮﺭﺳﻲ ﺍﻭﻟﻴﻪ ﻧﺸﺎﻥ‬
‫ﻣﻲﺩﻫﺪ ﻛﻪ ﺩﺍﺩﻩﻫﺎ ﻭ ﺍﻃﻼﻋﺎﺕ ﺍﺯ ﺗﻤﺎﺳﻬﺎﻱ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺑﺎ ﺍﻳﻦ ﻣﺮﻛﺰ ﻭ ﺗﺤﻠﻴﻞ ﺁﻥ ﺑﺎ ﺍﺳﺘﻔﺎﺩﻩ ﺍﺯ‬
‫ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻣﻲﺗﻮﺍﻧﺪ ﺩﺭ ﺍﻓﺰﺍﻳﺶ ﺗﻮﺍﻧﻤﻨﺪﻱ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﻣﻔﻴﺪ ﻭﺍﻗﻊ ﺷﻮﺩ‪.‬‬
‫ﺩﺭ ﺍﻳﻦ ﻣﻘﺎﻟﻪ ﺑﺮ ﺍﺳﺎﺱ ﻧﻈﺮﻳﻪ ‪ RFM‬ﻭ ﺷﻴﻮﻩ ﺧﻮﺷﻪﺑﻨﺪﻱ‪ ،‬ﺍﻟﮕﻮﻳﻲ ﺗﺤﺖ ﻋﻨﻮﺍﻥ ‪ TiF‬ﺑﺮﺍﻱ‬
‫‪50‬‬
‫ﺷﻨﺎﺳﺎﻳﻲ ﺧﻮﺍﺳﺘﻪﻫﺎ ﻭ ﻧﻴﺎﺯﻫﺎﻱ ﺍﺻﻠﻲ ﺷﻬﺮﻭﻧﺪﺍﻥ ﺩﺭ ﺣﻮﺯﺓ ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺭﺍﺋﻪ‬

‫ﻓﺼﻠﻨﺎﻣﻪ ﻧﻈﺎﺭﺕ ﻭ ﺑﺎﺯﺭﺳﻰ ‪ -‬ﺳﺎﻝ ﭼﻬﺎﺭﻡ ‪ -‬ﺷﻤﺎﺭﻩ ‪11‬‬

‫ﺷﺪ‪ .‬ﺍﻳﻦ ﺭﻭﺵﺷﻨﺎﺳﻲ ﺩﺭﺩﺍﺩﻩﻫﺎﻱ ﻣﻨﻄﻘﻪ ﻳﻚ ﺣﺎﺻﻞ ﺍﺯ ﺳﺎﻣﺎﻧﻪ ‪ 137‬ﺷﻬﺮﺩﺍﺭﻱ ﺗﻬﺮﺍﻥ ﺑﻪ‬
‫ﻛﺎﺭ ﮔﺮﻓﺘﻪ ﺷﺪﻩ ﺍﺳﺖ‪ .‬ﻧﺘﺎﻳﺞ ﻧﺸﺎﻥ ﻣﻲﺩﻫﺪ ﻛﻪ ﺭﻭﻳﻜﺮﺩ ﻳﺎﺩ ﺷﺪﻩ ﺩﺭ ﺑﻬﺒﻮﺩ ﻣﺪﻳﺮﻳﺖ ﺧﺪﻣﺎﺕ‬
‫ﺷﻬﺮﻱ ﭘﺎﺳﺨﮕﻮﺳﺖ‪ .‬ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺷﺒﺎﻫﺘﻬﺎﻱ ﺷﻬﺮﺩﺍﺭﻱ ﻭ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺍﺯ ﻟﺤﺎﻅ ﺍﻫﺪﺍﻑ‪،‬‬
‫ﺳﻴﺴﺘﻢﻫﺎﻱ ﺍﻃﻼﻋﺎﺗﻲ‪ ،‬ﭘﺎﻳﮕﺎﻩﻫﺎﻱ ﺩﺍﺩﻩ ﻭ ﺳﺎﻳﺮ ﻣﻮﺍﺭﺩ‪ ،‬ﺍﻧﺘﻈﺎﺭ ﻣﻲﺭﻭﺩ ﺍﺟﺮﺍﻱ ﺭﻭﺵﺷﻨﺎﺳﻲ ﻳﺎﺩ‬
‫ﺷﺪﻩ ﺩﺭ ﺩﺍﺩﻩﻫﺎﻱ ﻣﺮﻛﺰ ﻫﻤﮕﺎﻧﻲ ‪ 197‬ﻧﺎﺟﺎ ﻧﻴﺰ ﺑﻪ ﻛﺸﻒ ﺍﻟﮕﻮﻫﺎﻳﻲ ﻣﻨﺠﺮ ﺷﻮﺩ ﻛﻪ ﺩﺭ ﺑﻬﺒﻮﺩ‬
‫ﺧﺪﻣﺎﺕ ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﻣﺆﺛﺮ ﻭﺍﻗﻊ ﺷﻮﺩ‪ .‬ﭘﻴﺸﻨﻬﺎﺩ ﻣﻲﺷﻮﺩ ﻇﺮﻓﻴﺘﻬﺎ ﻭ ﺍﻣﻜﺎﻧﺎﺗﻲ ﺩﺭ ﺍﻳﻦ ﻣﺮﻛﺰ‬
‫ﺍﻳﺠﺎﺩ ﺷﻮﺩ ﺗﺎ ﺑﺎ ﺑﻬﺮﻩﮔﻴﺮﻱ ﺍﺯ ﺍﺑﺰﺍﺭﻫﺎ ﻭ ﺷﻴﻮﻩﻫﺎﻱ ﺩﺍﺩﻩﻛﺎﻭﻱ ﻭ ﺗﺤﻠﻴﻞ ﻧﺘﺎﻳﺞ ﺑﺘﻮﺍﻥ ﺗﻮﺍﻧﻤﻨﺪﻱ‬
‫ﻧﻴﺮﻭﻱ ﺍﻧﺘﻈﺎﻣﻲ ﺭﺍ ﺩﺭ ﺑﻬﺒﻮﺩ ﺍﺭﺍﺋﻪ ﺧﺪﻣﺎﺕ ﺍﻓﺰﺍﻳﺶ ﺩﺍﺩ‪.‬‬
 ‫ﻣﻨﺎﺑﻊ ﺍﻧﮕﻠﻴﺴﻲ‬
51
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