تحلیل شناخت عوامل مؤثر در عملکرد کارکنان شرکت‏های خدماتی در استفاده از فناوری اطلاعات داده‏ های بزرگ

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو علمی دانشگاه پیام نور

2 کارشناس ارشد مدیریت بازرگانی

چکیده

جهانی شدن بازار عرصه رقابت را برای شرکت‌ها بسیار شدیدتر کرده است، شرکت‌ها تلاش می‌کنند با بهره‌گیری از منابع و فرآیندهای مختلف مزیت‌های رقابتی خود را افزایش و یا حداقل حفظ کنند. پیشرفت فن‌آوری اطلاعات موجب شده تا شرکت‌های خدماتی حجم زیادی از داده‌های مربوط به مشتریان خود را نگهداری و در تفکرات استراتژیک بازاریابی خود بهره‌برداری نمایند. از این‌رو، شناخت بیشتر مشتریان با استفاده از فن‌آوری اطلاعات داده‌های بزرگ به دلیل داشتن حجم بسیار زیاد داده‌های به ظاهر نامرتبط و همچنین به‌کارگیری نرم‌افزارهای پیچیده‌ آماری برای تحلیل نیازهای مشتریان در دهه‌های اخیر در شرکت‌های خدماتی مورد توجه قرار گرفته است. در این پژوهش می‌پردازیم به شناخت عوامل تأثیرگذار بر عملکرد واقعی کارکنان شرکت شاتل در استفاده از فن‌آوری اطلاعات داده‌های بزرگ که منجر به عملکرد شرکت خدماتی می‌شود. هدف این پژوهش کاربردی و به روش توصیفی با جامعه آماری کارکنان شرکت همراه اول استان البرز است. تحلیل‌های آماری با استفاده از نرم‌افزارهای اس‌پی‌اس‌اس و آموس انجام شده و در آزمون فرضیه‌ها از روش معادلات ساختاری استفاده شده که تائید همه فرضیه‌ها به جزء دو فرضیه ریسک درک شده بر پیش‌بینی عملکرد و همین‌طور ریسک درک شده بر قصد رفتاری است. یافته‌های پژوهش نشان دهنده اثر پیش‌بینی عملکرد، پیش‌بینی تلاش و عوامل اجتماعی بر عملکرد کارکنان شرکت شاتل از طریق قصد رفتاری با در نظر گرفتن اثر ریسک درک شده، هزینه فرصت و مقاومت در برابر استفاده از داده‌های بزرگ است.

کلیدواژه‌ها


عنوان مقاله [English]

Factor recognition analysis on the performance of employees of service companies in the use of big data information technology

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Arash Bostan Manesh 2
1 Faculty member of Payame Noor University
2 Master of Business Administration
چکیده [English]

The globalization of the market has intensified the field of competition for companies, companies are trying to increase or at least maintain their competitive advantages by using different resources and processes. Advances in information technology have enabled service companies to store large amounts of data about their customers and exploit it in their strategic marketing thinking. Hence, more knowledge of customers using big data information technology has been considered due to the large volume of seemingly unrelated data as well as the use of complex statistical software to analyze customer needs in recent decades in service companies. In this study, we identify the factors that affect the actual performance of Shuttle employees in the use of big data information technology that leads to the performance of the service company. The purpose of this research is applied and descriptive with the statistical population of the employees of the first mobile company in Alborz province. Statistical analyzes were performed using SPSS and Amos software and structural equations were used to test the hypotheses, which confirmed all but one of the two perceived risk hypotheses on performance prediction as well as perceived risk on behavioral intent. Findings show the effect of performance forecasting, effort forecasting and social factors on the performance of shuttle employees through behavioral intent, taking into account the perceived effect of risk, opportunity cost and resistance to the use of big data.

کلیدواژه‌ها [English]

  • information technology
  • Big data
  • employee behavior
  • perceived risk
  • technology resistance
 
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